Animal Welfare 2012

Summary

This project is in response to the Indonesian Animal Cruelty Crisis which occurred mid-2011, following the Four Corners story titled  "A Bloody Business" which aired on 30 May 2011.  Following Four Corners, the live export trade to Indonesia was suspended by the Federal Government on 7 June 2011.  It reopened on 6 July 2011.  The period post-trade closure saw major regulatory change to the live export trade and community sentiment largely turned against the trade, with perceptions of the trade being unacceptably cruel in all export destinations.  MLA undertook extensive community monitoring and education programs both within Australia and in-market to recover ground lost during and after the trade crisis.  Education, stakeholder relations, community trust and "monitor and respond" activities were necessary to restore both community and government confidence in the trade.  This was particularly important for northern beef producers who rely heavily upon the live trade for sales of store/feeder cattle.   This communications strategy was backed up by extensive in-market support in Indonesia which resulted in implementation of the new regulatory system (ESCAS), which imposed much higher animal welfare requirements upon exporters through to the point of slaughter.  The Animal Welfare 2012 project underpinned the communications element of MLA's activities to monitor community sentiment and convey messages around MLA's activities to improve animal welfare in Indonesia.  It was an important component of MLA's efforts in ensuring the ongoing sustainability of the trade.