Recruitment: ‘More to Meat’ campaign targets meat workers

Sheep Central July 1, 2024

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THE Australian Meat Processor Corporation’s latest round of advertising as part of its More to Meat campaign has recently wrapped up, before it recommences later in the year.

AMPC first launched the campaign in August 2022, and is now in its second year of promoting the industry in regional communities with a local processor.

The campaign, directed through a number of channels including prominent roadside billboards, social media, radio and earned regional media, promotes the opportunities available in red meat processing, and how the industry plays an essential role in supporting the local economy and jobs.

This year’s advertising focuses on the people who work in red meat processing, bringing to life their positive experiences in the industry.

One of the local faces is Stephen Hatch, an environmental officer at Thomas Foods International in Tamworth.

Stephen picked up a job in red meat processing while studying environmental sciences at the University of New England. He now helps to manage the wastewater facility at the plant.

Asked what he liked about his job, Stephen responded, “Working in red meat processing and contributing my skills to ensure families have access to quality food is why I am passionate about the industry’s future.”

Kaitin Dallavanzi worked as a qualified hairdresser before swapping the salon for a job in the criteria team at JBS Townsville. Kaitlin’s unique journey to red meat processing was the focus of advertising in Townsville, promoting how there are opportunities in the industry for people with different experiences and skills.

When Kaitlin was asked why she made the switch, she said, “I like that you learn new things every day when you work here, and there are a lot of different work opportunities.”

Stephen and Kaitlin are just a few of the thousands of Australians, including farmers, truck drivers and stores who work together to deliver high-quality red meat around Australia.

Throughout the year, More to Meat will continue to share stories of locals who make up the 138,000 people working in Australia’s red meat processors.

More to Meat is committed to continuing to promote the important role that red meat processors play in regional communities across Australia. If your organisation has a positive story to tell about the red meat processing industry, please reach out to AMPC.


Source: AMPC



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