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Meat & Livestock Australia (MLA) has launched a new online platform that it claims is a trustworthy source of information.
It gives consumers what MLA describes as an open and trusted source of information about the production of beef, sheep and goat meat in Australia.
MLA launched the Good Meat website at the Ekka (Royal Queensland Show) in Brisbane. MLA claims the website showcases how Australian red meat is produced sustainably in high-welfare systems.
“The consumer is king in our industry,” MLA Managing Director Richard Norton said. “We understand that community trust is integral to a sustainable and prosperous industry.
“Good Meat provides an engaging platform for red-meat producers to share their story and demonstrate their commitment to best practice and continual improvement.
“Through a transparent approach, Good Meat informs consumers and the wider community about the great work of Australian red-meat producers and the quality product they produce.”
Fewer urban visitors
According to MLA, recent research shows that only about one in five meat eaters have a good understanding of the Australian beef and lamb industry. The research also shows that there are now almost 20 per cent fewer Australians from urban centres visiting cattle or sheep farms compared with eight years ago.
However, the same research reveals consumers’ appetite to learn more about food production. More than 50 per cent are interested in how Australian farmers produce beef and lamb.
“Good Meat is built on MLA’s consumer insights and data,” Mr Norton said. “It is a direct response to the increasing interest consumers have in the provenance of their food and how it is produced.”
MLA says it developed the website in consultation with the red-meat industry. MLA says the website forms an integral part of its Domestic Market Strategy and broader Community Engagement program.
“The Australian red-meat industry needs to continue to meet the expectations of global customers, by providing evidence that demonstrates our practices meet their needs,” Mr Norton said. “Offering data and transparency to customers is key to building trust.”