Stock Handling & Animal Welfare

Lamb and beef producers showcase welfare and sustainability cred

Sheep Central, February 21, 2020

LAMB and beef producers feature in a series of new on-farm videos designed to showcase the Australian industries’ strong environmental, social and animal welfare credentials to consumers.

The 11 videos produced by Meat & Livestock Australia for its Australian Good Meat program feature beef and lamb producers sharing their own stories about how they care for their animals and natural resources.

MLA chief marketing and communications officer, Lisa Sharp, said the producer-led videos have been released to engage consumers around how red meat is produced in sustainable, high welfare systems.

“Australian livestock producers care about their animals and the environment in which they’re raised.

“The reality is their livelihoods depend on a thriving environment, healthy ecosystems and good animal health and welfare,” Ms Sharp said.

“This new suite of videos transport viewers on to the farms of red meat producers as they explain their approaches to consistently producing the clean, green and safe red meat for which Australia is renowned.

“The videos are housed on the Good Meat online platform and will be used across a range of channels, including social media,” she said.

“Five of the videos also featured in an immersive 360 degree format at MLA’s Red Meat 2019 event at Tamworth in November, to show producers how MLA works to promote their stories.”

Ms Sharp said the videos reinforce the Good Meat online platform’s objective of providing consumers with an open and trusted source of information about the production of beef, sheep and goat meat in Australia.

“Good Meat was established as a direct response to the increasing interest consumers have in the provenance of their food and how it is produced.

“The new producer videos align with MLA’s role in promoting the value of environmental stewardship and animal welfare to the community, and cementing community trust in the Australian red meat industry,” Ms Sharp said.

Producers who feature in the videos include:

Stuart Tait, beef, Mandurama, NSW

Melinee and Robert Leather, beef and lamb, Barfield Station, Banana, Queensland

Jenny and Paul O’Sullivan, beef and lamb, South Gippsland, Victoria

Charlie Blomfield and Eleanor Falkiner, lamb, Canowindra, NSW

Ray and Leah Vella, beef, Marlborough, Queensland

Deb and Fergus O’Connor, beef, Gippsland, Victoria

Adam and Jacynta Coffey, beef, Miriam Vale, Queensland

Charlie Arnott, beef and lamb, Boorowa, NSW

Paul Crock, beef, South Gippsland, Victoria

Chris and Sharyn Holmes, beef, Theodore, Qld

Mim and Jack Walker, beef, Theodore, Qld

To view the videos, visit

Source: MLA.


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