Red meat industry online portal reveals all

A new online platform called Good Meat aims to provide consumers with a trusted source of information about the production of beef, sheep and goat meat in Australia.

Launched by Meat & Livestock Australia (MLA), the platform highlights the industry’s dedication to environmental sustainability, animal welfare throughout the supply chain and the importance of red meat as part of a healthy balanced diet.

Good Meat also offers a range of educational resources including study guides, classroom posters, lesson and activity sheets, virtual farm visits, digital lessons and online board games.

MLA Managing Director Richard Norton said that it was built on MLA’s consumer insights and data which revealed that although the majority of consumers trust industry practices, many still want to learn more about the provenance and production of their food.

MLA’s recent research found only about 1 in 5 meat eaters have a good understanding of the Australian beef and lamb industry, but more than 50% of consumers are interested in how Australian farmers produce beef and lamb. Since there are 20% fewer Australians from urban centres visiting cattle or sheep farms annually compared to eight years ago, Good Meat provides access to this information online.

Norton said “the consumer is king” and to build trust, it is best that information comes straight from the industry players themselves. “Farmers remain one of the most trusted professions in the community and are best placed to share information about the production of red meat. That is why Good Meat puts Australian red meat producers on centre stage — sharing their stories and values.”

He continued by saying that producers can use the platform to demonstrate their commitment to best practice and continual improvement, promote what they do and challenge misconceptions. Access to this information will help reassure consumers.

“Through a transparent approach, Good Meat informs consumers and the wider community about the great work of Australian red meat producers and the quality product they produce. It emphasises the high standards already in practice while reinforcing the industry’s ongoing commitment to animal welfare and responsible environment management,” he explained.

Good Meat was developed in consultation with the red meat industry and it is an important part of MLA’s Domestic Market Strategy and broader Community Engagement program.

Image credit: ©stock.adobe.com/au/NatashaBreen