Developing positive communications strategy for the beef and lamb sector

Summary

Recent preliminary work conducted in Chicago at the GRSB Communications Summit demonstrated the opportunity to develop a narrative for the beef industry globally. This requires regional validation and optimisation and can be extrapolated to include the lamb industry in order to deliver a coherent communications strategy for the red meat industry. Australia is leading this piece of work and will identify the best strategy for the beef and lamb industries in Australia in order to reframe all communications that will support positive perceptions of the sector and support planned activities to transform the industry to a sustainable footing in the future.