MLA resource aimed at spreading the green facts on red meat

Sheep Central, May 10, 2021

MEAT & Livestock Australia has released a ‘fast facts’ resource — Red Meat, Green Facts – to help the red meat industry to promote the red meat industry’s credentials and empower its advocates.

The resource was launched at Beef Australia 2021 last week, along with MLA’s Sustainability Update 2021, which outlines MLA’s investments in sustainability across the red meat supply chain.

The new Red Meat Green Facts pocket guide and online resource provides important information about cattle, sheep and goat production in Australia, with a particular focus on animal welfare, protecting the environment and health and nutrition.

MLA managing director, Jason Strong, said Australia’s red meat industry had world-leading production systems and was the custodian for half of Australia’s land mass. It played a vital and sustainable role in feeding Australians and the world, but frustratingly, misconceptions, inaccuracies and criticisms of the industry continued to gain traction, he said.

“Never has it been more important for us to work together across our industry to be proactive and positive about what we do with the facts to counter any negative narrative.

“The reality is, our industry is leading the way in the challenge to lower emissions, to improve productivity, to constantly improve animal welfare and in doing that, we produce a uniquely nutrient-dense and natural protein of the highest quality,” Mr Strong said.

“It is vital our industry is transparent and proud of our ongoing achievements in caring for our land, animals and products, with the evidence to back it up.”

Mr Strong said with this front of mind, MLA has produced Red Meat, Green Facts.  

It brings together clear, evidence-based messages to empower Australia’s red meat advocates on topics such as the environment, animal welfare, nutrition and plant-based fake meats.

“For MLA, this work around red meat positioning forms a critical part of our current strategic output. Our consumer and community insights continue to show that perceptions of the red meat industry are improving,” Mr Strong said.

“However, consumers are less informed about the specifics, and are increasingly turning to a wide variety of sources for information.

“The red meat industry has a good story to tell, and if we don’t start to tell it a little better, it’s a given that someone less qualified or with an anti-meat agenda will,” he said.

“Underpinning Australian red meat’s popularity and quality are the world-leading practices our producers use on-farm, every single day.

“Red meat, green facts highlights the industry’s achievements, targets, stringent standards and most importantly provides science based facts about how red meat is produced,” Mr Strong said.

“We want our story to reflect the positivity of our industry’s contribution – around long-term sustainability, people’s health, growing our economy and leaving the land in better shape than we found it.  That’s how we will resonate with the community most successfully.

“We want those in our industry to use this as a basis for engaging in conversations with your communities and networks.  Let’s be on the front foot, let’s be positive about what we do, let’s be proud of what we produce, and let’s be passionate advocates in the promotion our industry.”

For more information on Red Meat, Green Facts visit

To read a copy of MLA’s Sustainability Update 2021click here.

Source: MLA.


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