The Australian red meat and livestock industry is cognisant that the consumer landscape is constantly evolving and changing, facing new opportunities and challenges on a regular basis.
For this reason, we review our strategic direction and investment priorities every five years. One component of doing so is that we make it clear to our importing markets, like the European Union, that we are committed to our reputation as a reliable exporter and look for every opportunity to deliver in line with customer expectations.
Meat & Livestock Australia’s Strategic Plan sets out our shared vision for the industry’s profitability, sustainability and global competitiveness. Our next Plan covers the five-year period from July 2020 to June 2025, and will focus on contributing to the goals of the industry’s 10-year strategic plan, Red Meat 2030.
- Doubling the value of red meat sales by 2030
- Becoming a trusted source of highest quality protein
- Ensuring red meat production is carbon neutral by 2030
As we develop a roadmap for our future, it’s important to reflect on the progress that we’ve made over the last decade. Today Australian red meat is a $28.5 billion industry. Getting to this point has been the result of collaborative work on high-impact initiatives.
The RD&A partnership collaborates with research bodies across the country, notably Australia’s national science agency, CSIRO and the Animal Welfare Science Centre, which includes various academic institutions.
Some of these initiatives include:
- Developing Australia’s system of on-farm assurance, animal identification and traceability from paddock-to-plate, which has protected the disease-free status of Australian red meat and underpinned the marketing of our product as clean, safe and natural.
- Standardizing regulations on national beef and sheepmeat eating quality through the Meat Standards Australia (MSA) program, which now inspires customer confidence worldwide as the leading eating quality grading program for beef.
- Maintaining existing market access with international territories and proactively developing new business opportunities to ensure the continued growth and competitiveness of our industry.
Over the next five years we aim to build on these programs and partnerships we’ve developed and work together to address the complex issues impacting our industry.
Article Date: 20th March 2020