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Community programs

MLA’s Community Communications program help foster the prosperity of the Australian red meat and livestock industry by building confidence in the industry, ensuring that the community trusts the industry and supporting its social licence to operate. Understanding our community, meeting its expectations and telling our story as an industry helps ensure we maintain the community’s confidence and community support.

The community has high expectations about the way both livestock and the environment are managed, and as an industry we need to demonstrate to the community how we are meeting their expectations around animal welfare and environmental management.

The Community Communication program proactively promotes the industry’s credentials through a wide range of investments including an engaging digital education program, under the Australian Good Meat brand.

This aligns with MLA escalating Red Meat Positioning to be a priority across the whole business, to ensure all our stakeholders have information handy to respond to community questions and concerns with robust, evidence-based information about red meat’s credentials.

The Australian Good Meat communications focus on our world-class animal health, welfare, biosecurity and production practices, demonstrated leadership in environmental sustainability and the role of red meat in a healthy and active lifestyle.

Our objective:

To ensure the community recognise the vital role our industry plays in food production and trust us to deliver high value, high quality products and feel good about eating red meat.

Community programs are delivered across three streams under the Australian Good Meat brand.

  1. Community education – providing trusted information and targeted communications through a dedicated online platform ( and its associated social media channels to inform consumers about the production of red meat and livestock in Australia.
  2. Community engagement – strategic partnerships with targeted community events to inform consumers about the provenance of Australian red meat, enhance community confidence in the industry and promote red meat consumption by sharing red meat’s versatility.
  3. School education – engaging schools and teachers through the development of teaching resources on red meat and livestock production which align with the national curriculum.

To ensure the communications are well targeted, since 2010 MLA has been conducting annual research to help us understand the Australian community's perceptions of the red meat industry. MLA uses these insights to inform the way we continue engaging with the community and share the story of Australian red meat from paddock to plate. For details on the 2021 consumer sentiment research see Consumer sentiment research. 

Community education

The Australian Good Meat platform provides important information about cattle, sheep and goat production in Australia, focusing primarily on animal welfare, protecting the environment, as well as health and nutrition. It informs consumers about the great work of Australian red meat producers and the high quality product they produce. 

Ultimately, Australian Good Meat is about showing how Australian red meat is produced sustainably, in high welfare systems and is an important part of a healthy balanced diet. 

Producer videos

These short, engaging videos – which have been shared widely on social media – are an important part of MLA’s work to share the truth about the sustainability and provenance of red meat, with the community.  Through these videos, the community can hear from producers about how they care for their animals, their land and the environment and are part of the climate solution.

Explainer animations

To provide explanations about more complex topics such as the role of cattle in the natural carbon cycle, and how the red meat industry can be part of the climate solution, MLA launched an animation video that generated considerable discussion and engagement within the industry and the community. Further animations are planned, available on the Australian Good Meat website or via the Red Meat Green Facts resources page.

Red Meat, Green Facts 

MLA’s Red Meat, Green Facts is industry’s pocket guide to sharing positive, fact-based information about Australian red meat and how it is produced. Covering topics such as the environment, animal welfare and plant-based alternative proteins, these facts equip producers to bust myths about their industry as well as engage and educate the community around the world-class credentials of Australian red meat. 

Community Engagement

The Paddock to Plate Story in virtual reality

The Australian Beef and Lamb Paddock to Plate experience shares with consumers the story of Australian red meat production in immersive 360-degree virtual reality. Viewers are taken on a journey from the farm right through to the restaurant, learning how Australia produces the greatest beef and lamb in the world.

MLA has shared the experience with over 100,000 members of the community since launch in 2017.

View the experience for yourself – download the virtual reality app at the Apple and Google stores.

Australian Beef Paddock to Plate Story - 360º video

Australian Lamb Paddock to Plate Story - 360º video

Social media influencers  

With attendance at events impacted by Covid-19, MLA ventured into new territory to boost digital engagement with the community. From May 2021, MLA’s Australian Good Meat platform has partnered with respected social media influencers to engage Australians with information on red meat production and its environmental, nutritional and ethical credentials. 

For the first few months of this initiative (through to August 2021), these influencers created more than 136 pieces of content sharing positive information about Australian red meat. These reached more than 2.5 million people and attracted more than 55,851 positive reactions, comments, shares and saves. As the initiative gains momentum, a diverse range of influencers active across channels including TikTok and YouTube will be engaged to support messaging shared, with influencers involved creating content focused on sustainability and animal welfare in the industry.

Royal shows

MLA hosts the Australian Good Meat Paddock to Plate Experience at premier agricultural shows to help attendees learn more about sustainable red meat production practices, animal welfare and product nutrition. The experience provides attendees with an immersive look at the paddock to plate journey of Australian beef and lamb, along with the chance to chat with a red meat industry ambassador to learn even more.

More than 2,500 visitors attended the experience at the 2022 Sydney Royal Easter Show with attendees rating a 40% increase in their red meat industry knowledge after taking part in the experience

School education

Collaborating with a variety of education experts, we help to improve teachers and students’ understanding of the Australian red meat and livestock industry by delivering a range of curriculum-linked resources and programs. This work is key to bridging the gap for Australian educators and students to learn more about where their red meat comes from and the Australian red meat industry.

All of our resources are free and available on

Smart Farming Virtual classrooms

MLA’s virtual classroom program has been educating Australian students for over ten years and is one of the most effective and valuable resources in our portfolio of school education programs. 

This free, interactive and curriculum-linked program enables students to engage face to face with Australian red meat producers via a livestream classroom session. Students can learn direct from the producer about what happens on the farm, are able to ask the farmer questions and take part in educational quizzes.

The Smart Farming Virtual Classrooms offer a focused approach with a series of 30 minute sessions themed on a specific topic and designed for both lower and upper primary stages. These three focus areas include:

The Sustainable Farm

Explores how farmers care for their environment and their animals along with the benefits that come with using sustainable practices and regenerative farming methods.

Technology on the Farm

This session takes a look at how farming technology has changed over time, the types of technology farmers now use and how these technology advances improve a farming business.

Beyond the Farm

Containing an introduction to red meat farming the session steps into the wider red meat sector and food supply chain, the types of jobs in the industry and red meat’s nutritional value.

Learn more about Smart Farming Virtual Classrooms at

Your Expert Classroom video series

The ‘Your Expert Classroom’ video series features a series of educational videos and supporting activities for students aged 5-14 years.

Delivered as a livestreamed program in 2020, teachers will be able to adapt the videos and activities to suit virtual and in-classroom learning at any time.

The entire program features a range of topics with MLA’s videos focused on red meat product nutrition, biodiversity and technologies supporting sustainable red meat farming.

  • Smart agriculture: Doug McNicholl, MLA’s Program Manager – Sustainability and CN30, spoke to students about how Australian red meat producers use technology to enhance sustainability and protect the environment.
  • Eat right, move well: Nutrition expert and dietician Peta Carige spoke with students about why a healthy diet is important and highlighted why protein – particularly red meat – is needed to maintain a healthy active lifestyle.
  • A healthy start: Peta Carige also shared tips on how to build and maintain a healthy diet with the inclusion of red meat including its benefits, how much we need and how often we need it.
  • Greener pastures: To increase awareness that Australian red meat producers are responsible stewards of the land, producer Charlie Arnott spoke to students about the importance of maintaining biodiversity on his farm in Boorowa, NSW.

Get Kids Cooking

Working with Get Kids Cooking, a program teaching children ages 5–13 how to cook dishes that support a healthy balanced diet, MLA has produced a fun and interactive cooking video to make delicious mini beef sliders.

The video guides kids through the step-by-step recipe for kids and their families to enjoy a delicious meal while learning more about the nutritional benefits of Australian beef.

Online resources

The Good Meat education hub hosts a variety of resources available for download by teachers and students from years K–10. These include: