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.
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.
- Community education – providing trusted information and targeted communications through a dedicated online platform (goodmeat.com.au) and its associated social media channels to inform consumers about the production of red meat and livestock in Australia.
- 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.
- 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.
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.
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.