Red Meat 2030 - Pillar 2: Our customers, consumer & communities

Red Meat 2030 is a strategic plan which sets out six priority pillars the Australian red meat industry will focus on to further cement itself as a world-leading industry that delivers high value, high quality products to partners around the world.

In our six-part Red Meat 2030 series, we’ll explain how the plan will help enhance our position as a natural trade partner for the EU.

Trust is everything in international trade. It is the fundamental factor that underpins any sustainable trading relationship. The Australian red meat industry has spent decades establishing itself as one of the most trusted exporters of red meat into the EU, by consistently delivering high quality meat that meets and exceeds the standards required.

Ultimately, we want consumers in the EU to feel good about eating Australian red meat, knowing they can rely on the quality of the product and the integrity of the whole Australian red meat industry. We have forged a trusted reputation over many years of trading with countries in the EU, but we won’t stop there. We are always listening to our customers’ needs and responding to them by creating a transparent, customer-centric culture.

The second pillar of Red Meat 2030 – a specific focus on giving customers, consumers and communities – will help with this. We aim to give stakeholders an insight on our business, and the proactive steps we are taking to address global challenges. This involves:

  • Educating and advocating for Australian red meat, by being transparent in how it is produced.
  • Responding to needs, by creating a customer-centric culture.
  • Positioning red meat as a protein of choice, with an evidence-based narrative around the health and nutrition benefits of Australian red meat within a balanced diet.
  • Identifying high-value opportunities, such as red meat based snacks and other new red meat food categories.

Through these steps, we will help our consumers across the world, including in Europe, connect with the Australian red meat industry, and have access to the information they want about how we do what we do.

We will continue to build integrity, accountability and transparency to strengthen trust across the supply chain, and between our industry and its consumers and customers – further cementing Australia’s position as the country best suited to filling the growing red meat supply gap the EU will face over the next 10-15 years.

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Article Date: 20th November 2019

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