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Community programs
Food provenance is of increasing interest to the community to better understand the way both livestock and the environment are managed through farming and production practices. The Australian red meat and livestock industry has a great story to tell to meet community expectations around these topics. Sharing what we do builds community confidence in our industry and ensures a prosperous future for the people within the industry, and the wider community that value the opportunity to access safe and nutritious quality red meat products.
MLA’s Community Communication program proactively promotes the industry’s credentials under the Australian Good Meat brand – generating robust, evidence-based information focused on our world-class animal health and welfare, demonstrated leadership in environmental sustainability, and the role of red meat in a healthy lifestyle. To enable our stakeholders with easy access to this information Australian Good Meat focuses primarily on digital communications.
Since 2010 MLA has been conducting annual research to help us understand the Australian community's perceptions of the red meat industry. We use these insights to inform our community messaging in sharing the story of Australian red meat from paddock to plate. For details on the 2024 community sentiment research see Community sentiment research.
Our objective:
To ensure the community recognise the vital role our industry plays in food production and trust us to sustainably produce nutritious red meat whilst caring for livestock and the environment in which we operate.
Community programs are delivered across three streams under the Australian Good Meat brand.
- Community education – providing trusted information and targeted communications through a dedicated online platform (goodmeat.com.au) and its associated social media channels to inform consumers about the production of red meat and livestock in Australia.
- Community engagement – targeted community programs to inform consumers about the provenance of Australian red meat and the positive production practices that produce our nutritious products.
- School education – providing an engaging suite of curriculum-aligned school education resources and programs that utilise red meat industry content to educate students about red meat from the paddock to the plate.
Community Education
The Australian Good Meat platform provides important information about cattle, sheep and goat production in Australia with a focus on animal welfare, protecting the environment, and health and nutrition. It informs consumers how Australian red meat is produced sustainably, in high-welfare systems and its nutritional value as part of a healthy balanced diet.
Producer videos
An extensive series of short, engaging videos shared widely on social media that play an integral role to show how Australian red meat producers care for their animals, their land and the environment, and what they are doing to contribute to the climate solution.
Animations
Short animations designed to educate about sustainable red meat production, the red meat industry’s carbon neutral goal, the role of cattle and the natural carbon cycle, how the red meat industry can be part of the climate solution and plant-based meat. Available on the Australian Good Meat website.
Red Meat, Green Facts
Red Meat, Green Facts provides evidence based facts on the red meat industry which are easy to download for sharing positive facts about the Australian red meat and livestock sector covering topics such as the environment, animal welfare, nutrition, contribution to the economy, employment etc. Red Meat Green Facts and Red Meat Health Facts are available in a booklet, and online via the Australian Good Meat website.
Community Engagement
The Paddock to Plate Story in virtual reality
The Australian Beef and Lamb Paddock to Plate experiences provide viewers with an opportunity to find out how Australia produces some of the greatest beef and lamb in the world. Showcasing Australian red meat production in immersive 360-degree virtual reality, viewers get a front seat to learn about paddock to the plate production with each experience approximately 7-minutes duration. MLA has shared the VR experience with many thousands of community members since it first launched.
View the experience for yourself – download the virtual reality app at the Apple and Google stores.
Social media influencers
MLA’s Australian Good Meat platform partners with respected social media influencers to engage Australians with information on red meat production and its environmental, nutritional and ethical credentials.
Up until June 2022, these influencers created more than 357 pieces of content sharing positive information about Australian red meat. These reached more than 12.5 million people and attracted more than 326,000 positive reactions, comments, shares and saves. As the initiative gains momentum, a diverse range of influencers active across channels including TikTok and YouTube will be engaged to support messaging shared, with influencers involved creating content focused on sustainability and animal welfare in the industry.
Royal shows
MLA hosts the Australian Good Meat Paddock to Plate Experience at premier agricultural shows to help attendees learn more about sustainable red meat production practices, animal welfare and product nutrition. The experience provides attendees with an immersive look at the paddock to plate journey of Australian beef and lamb, along with the chance to chat with a red meat industry ambassador to learn even more.
More than 12,000 visitors attended the experience at the 2024 Royal Shows in Sydney and Brisbane with attendees rating an 80% increase in their red meat industry knowledge after taking part in the experience.
World Iron Awareness Week
World Iron Awareness Week, held annually each August promotes the positive relationship between meat and optimising iron levels in those most vulnerable to deficiencies. Originally a NZ initiative, MLA created a range of promotional material to support the now global initiative to promote the importance and role of iron in red meat as part of a healthy balanced diet. Leveraging MLA’s membership of the Global Meat Alliance (GMA) and content ideas, MLA promoted a video advertisement, infographics, a Papercut animation and website blogs across our community, domestic and international marketing and nutrition communication channels, with a heavy focus on social media platforms such as Facebook and Instagram. A report on the results of the week long focused campaign can be downloaded.
School education
Good Meat Schools hub
The Australian Good Meat Schools hub helps to improve teachers and students’ understanding of the Australian red meat and livestock industry by delivering a range of curriculum-linked resources and programs. Working in collaboration with education experts, MLA’s school education program is key to bridging the gap for Australian educators and students to learn more about where their red meat comes from and the Australian red meat industry.
All of our resources are free and available on goodmeat.com.au/education
Teaching resources
Australian Good Meat’s teaching resources provide educators with over 170 cross-curricular materials for use across Foundation/Prep to Year 1. Developed in collaboration with the Primary Industries Education Foundation Australia the materials are designed in a ‘ready-to-teach’ format, and supported with supplementary classroom posters, card games and teacher guidance videos to support teacher adoption. Free and accessible via an easy search filter the materials are useable in both digital and hardcopy format.
Aligned to the Australian Curriculum 9.0, the resources include a focus on Sustainability as a curriculum priority area and cover key aspects of the red meat and livestock industry including:
- red meat production
- animal welfare and environmental management
- the supply chain
- marketing and advertising
- red meat nutrition.
Virtual classrooms
Australian Good Meat Education
Australian Good Meat Education provides educators and students with free access to curriculum-linked, factual and current Australian red meat paddock to plate education. As one of the nation’s largest primary industries we aspire for young Australian to cultivate industry knowledge from an early age to learn about the innovative and sustainable practices that sit behind our high quality, safe and nutritious red meat.
Teaching resources
Australian Good Meat Education offers over 170 curriculum-linked materials for use across Foundation/Prep to Year 12. Developed in collaboration with the Primary Industries Education Foundation Australia the teaching resources and supplementary classroom materials are designed to meet teacher and student needs. Packaged as ‘classsroom-ready’ each year-band lesson suite is supported with a teacher guidance video to assist new teachers, or those less familiar with the subject matter. Free and accessible via an easy search filter the downloadable materials are useable in both digital and hardcopy format.
F-10 resources align to the Design and Technologies, Science, Mathematics, English and HASS Australian Curriculum v9.0 and associated elaborations, with a strong focus on Sustainability as a curriculum priority area. Content covers key aspects of the red meat and livestock industry including:
- red meat production
- animal welfare and environmental management
- the supply chain
- marketing and advertising
- red meat nutrition.
Senior secondary education focuses on the development of student analytical skills through an Electives-style series of Teacher Guides and Student Learning Resources. Using scaffolded tasks centred on industry research case studies, these are highly relevant for all state and territory curriculums where students are required to develop analysis-specific skills.
Access the resources at goodmeat.com.au/education
Be Your Greatest resource hub
We believe healthy minds and healthy bodies are fundamental to ensure students are at their best! The resources hub offers free access to a series of videos and recipes featuring Australian Olympic and Paralympic sporting heroes inspiring student wellbeing, while cooking up their favourite Australian beef meals with Chef Matt Sinclair.
The Be Your Greatest resources hub leverages recordings of live-streamed virtual classrooms hosted by Australian Beef as a school education initiative in the lead up to the Tokyo 2020 Olympic Games aiming to highlight health and well-being for primary school students.
