Integrity Systems communication support

Summary

This project supported the implementation and delivery of activities to underpin the communication of industry’s integrity system (NLIS, LPA and NVDs) to red meat producers and the broader red meat industry.

This project also supported the communication of a range of other Integrity Systems Company (ISC) initiatives, including the ISC communication strategy, Digital Value Chain Strategy, Livestock Data Link and SAFEMEAT communications.

Objectives

Communication activities were based on the following objectives:

• create awareness amongst livestock owners of the value and importance of industry integrity systems to the reputation of Australian red meat
• create an understanding of and support for the on-farm practices that are required to maintain the reputation
• motivate livestock owners to modify on-farm practices so as to meet and exceed customer and consumer expectations of red meat production
• communicate the progress and benefit of integrated integrity systems to livestock owners, value chain participants and customers.

The project aimed to support the following key Integrity Systems Company initiatives, with activities and priorities directed by the Integrity Systems Company in line with the Integrity Systems Upgrade Communication Plan and the Integrity Systems Company Communication & Adoption Strategy:

• implementation of LPA program enhancements
• roll-out of the electronic National Vendor Declaration (eNVD)
• implementation of NLIS database enhancements
• integrity systems survey to measure awareness.

This project also supported other Integrity Systems Company initiatives including:

• promotion of Single Sign-On
• red meat digital value chain strategy
• Livestock Data Link
• SAFEMEAT communication support.

Benefits to industry

This project supported communication activities to increase awareness and understanding of the red meat integrity system and roles and responsibilities across the supply chain.