We’re experiencing an important period in the Australian red meat and livestock industry, and we have an opportunity to invest in and take advantage of our current position.
Low production and slaughter levels are driving high prices and they’re not expected to return to pre‑pandemic levels until 2022. There’s an international protein shortage due to African Swine Fever and the Australia United Kingdom Free Trade Agreement has the opportunity to unlock access to a huge high value export market. This is all very promising news for Australian cattle, goat and sheep producers.
But we also find ourselves facing headwinds of unfounded and unfair criticisms of the industry. There is a spread of misinformation about the nutrition, production and traceability of Australian red meat.
Our work, to-date
It is more important than ever to step up and tell the great story of Australian red meat. MLA’s journey into this space started with Red Meat, Green Facts and the Sustainability Update 2021. We moved onto showcasing sustainability across the country with our producer case study videos and Good Meat animations. A special edition of Feedback is the next step along the way of capturing the true story of Australian red meat, for people to readily access and demonstrate the information available to producers and red meat ambassadors.
We have a great story to tell, and we want you to be proud to share it. It is important to be armed and ready to not only respond to criticism, but to be proactive about promoting and supporting the industry. In order to do so, we have also developed a guide to values-based conversations, a best practice social media playbook, ready-to-share infographics and science-backed FAQs you can reference. It is focused on being positive and promoting the facts of our industry.
Consumer sentiment research shows that producers are one of the most trusted professions in this country. There is no better person to tell the story of our industry.
You can read the special edition of Feedback online now.
Looking ahead
MLA will be rolling out a series of communications initiatives over the coming weeks and months to not only arm producers and advisors with the facts about the red meat industry
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