Meat Livestock Australia (MLA) is ‘raising a fork’ to celebrate the value of red meat during World Iron Awareness Week.
The annual campaign, taking place this week, aims to highlight the importance of adequate iron intake and its impact on global health.
According to the latest Consumer Sentiment research from MLA, 73% of Australians see red meat as an “important source” of nutrition, with 58% noting it being a “rich source” of iron as the main health reason for consuming beef and lamb.
MLA Managing Director Jason Strong says it’s no secret that red meat is an essential source of iron, but many people don’t currently get enough iron in their diet.
“Red meat is a crucial component of a balanced diet, especially for individuals with higher dietary iron needs. Its heme iron content allows for more efficient absorption, helping to reduce risk of iron deficiency and other associated health issues,” he says.
“This World Iron Awareness Week we’re encouraging consumers across the world to make informed dietary choices and incorporate red meat responsibly and sustainably, ensuring they reap the maximum health benefits.”
Iron deficiency remains one of the most prevalent and critical nutritional challenges worldwide, according to MLA, affecting “millions” of people, particularly in low and middle-income countries.
“Red meat, such as beef, lamb, and goatmeat, is an excellent source of heme iron, which is the most easily absorbed form of iron by the human body,” says the organisation.
“Heme iron is essential to produce haemoglobin, the protein responsible for carrying oxygen in the blood. Consuming red meat as part of a balanced diet can help address iron deficiency and contribute to overall improved health and well-being.”
Across MLA’s international markets, including the US, Japan and Southeast Asia, the organisation is conducting a series of events, social media campaigns, and outreach programs during World Iron Awareness Week.
Within Australia, MLA’s Australian Good Meat platform is featuring a series of informative content across its website and social media channels.
MLA’s marketing brands Australian Beef and Australian Lamb is also advertising the importance of red meat as a source of iron, while information is being communicated to producers, stakeholders and the media through MLA’s website, social media and newsletters.