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As the world celebrates World Iron Awareness Week, Meat & Livestock Australia (MLA) is raising awareness about the pivotal role that Australian red meat plays in a healthy diet.
The annual campaign, taking place this week (14-20 October), aims to highlight the importance of adequate iron intake and its impact on global health.
In the latest Consumer Sentiment research from MLA, Australian consumers were asked whether they have changed their red meat consumption in the last 12 months. The response was that 76% of surveyed metropolitan Australians are eating the same amount or have increased their consumption of red meat – the highest level since the research started 15 years ago.
The top reasons people gave for eating more red meat are:
- It is a source of protein
- It is a source of iron
- They ‘just like meat’
- It improves health
MLA Group Manager for Community Communications and Events Samantha Jamieson says red meat is an essential source of iron, and World Iron Awareness week plays a pivotal role in engaging consumers around the world about red meat’s importance to a healthy 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,” she 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 rewards of delicious red meat and its excellent iron capabilities.”
Activity and education
MLA has a series of activities planned throughout the week that will highlight the importance of iron intake for all people across the globe.
Within Australia, Australian Good Meat will feature a series of informative content across its website and social media channels.
MLA’s marketing brands Australian Beef and Australian Lamb will advertise the importance of red meat as a source of iron. Social media influencers will demonstrate iron’s importance to their followers. Information will also be communicated to producers, stakeholders and the media through MLA’s website, social media and newsletters.
Across MLA’s international markets, including in Korea, Japan, Southeast Asia and the US, MLA is conducting a series of events, social media campaigns, and outreach programs during World Iron Awareness Week.