Bondi Rescue’s Reidy helps MLA relaunch #GoodMeat

Sheep Central, January 28, 2016

BONDI Rescue’s Andrew ‘Reidy’ Reid this week helps Meat & Livestock Australia launch the second season of its popular YouTube series #GoodMeat that aims to connect consumers with farmers.

The lifeguard and TV personality’s features in a 10-part series providing consumers with on-farm insights into cattle and sheep farming in Australia.

The #GoodMeat campaign was first launched in 2015 by MLA’s Target 100 program, and uses popular identities with a strong social media following to help farmers tell their stories direct to consumers.

Reidy visits three cattle and sheep properties around Goondiwindi in southern Queensland to explain biodiversity, rotational grazing and some more of the hot topics around red meat production including animal welfare and environmental sustainability.

The first video starring Reidy will launch this week, with nine episodes to follow each Wednesday through Target 100’s YouTube channel.

Target 100 is also partnering with chef and social media sensation Rob ‘Nicko’ Nixon – who has more than one million subscribers to his ‘Nicko’s Kitchen’ YouTube channel – to tackle topics including red meat nutrition and livestock transport.

MLA’s general manager of communication and stakeholder engagement, Clair Cameron, said the series’ popularity showed people were very interested in where their food came from, with the first #GoodMeat series attracting more than 200,000 views on Target 100’s YouTube channel.

“Engaging with consumers online through YouTube, Facebook and Twitter is vital for producers and the red meat industry as a whole.

“MLA is expanding its digital strategy to help connect with consumers who are eager for more information about how their red meat is produced and a closer connection to rural Australia,” Ms Cameron said.

Ms Cameron said Target 100 – which engages the community with how the industry is delivering the sustainable production of beef and lamb in Australia – played an integral role in allowing producers to tell their own stories.

“Target 100 is a vehicle for rural Australia to be accessible and for farmers to tell their stories in their own words, which is why we’re seeking more and more farming families to join our online community and promote the industry,” Ms Cameron said.

The first of 10 videos in the #GoodMeat series starring Andrew ‘Reidy’ Reid can be accessed at

For more information regarding #GoodMeat and MLA’s Target 100 program visit

Source: MLA.


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