Meat & Livestock Australia

Meat & Livestock Australia

Company type	Non-listed public company limited by guarantee
Industry	Meat and livestock
Founded	1998
Headquarters	North Sydney , Australia
Products	Research, marketing, quality assurance, market indicators, educational initiatives
Owner	Approximately 47,500 Australian meat producers (majority ownership)
Number of employees	333 (2020)

Meat & Livestock Australia (M&LA) functions as an autonomous organization overseeing standards related to meat and livestock management within both Australian and global markets. Based in North Sydney, Australia, M&LA works in close partnership with the Australian Government alongside stakeholders in the meat and livestock sectors. Its operations span finance, public relations, and research domains, offering marketing solutions and conducting studies to assist producers, governmental agencies, and market experts. Additionally, M&LA hosts events and forums designed to enhance collaboration throughout the supply chain.

The entity is governed by Meat and Livestock Limited (M&LA Ltd.), which owns two subsidiaries: the Integrity System Company (ISC) and the MLA Donor Company (MDC). These subsidiaries serve distinct functions within the industry framework. M&LA supports a wide array of research projects focused on Australia's livestock production and marketing practices, engages in environmental programs addressing greenhouse gas emissions from livestock, and partners with government bodies and scientific institutions.

In its research role, M&LA develops tools such as the Eastern Young Cattle Indicator (EYCI) and facilitates adoption of Meat Standards Australia (MSA). It also provides educational initiatives related to red meat production and consumption. Under statutory requirements set by the Australian government, M&LA must undergo periodic independent performance evaluations. The organization designs marketing campaigns aimed at increasing red meat consumption; however, some advertisements have attracted scrutiny regarding cultural sensitivity.

The COVID-19 pandemic has caused disruptions in international markets, affecting M&LA’s revenue streams. During the 2019–20 fiscal year, M&LA recorded revenues of A$269.7 million, representing a minor decline from A$269.9 million reported in 2018–19.

History

The formation of the M&LA group occurred in 1998 through the merger of the Australian Meat and Livestock Corporation (AMLC) with the Meat Research Corporation (MRC), facilitating the transition of these government entities into a privatized structure. The new group assumed responsibility for research and development activities previously managed by AMLC and MRC, concentrating on supporting production.

Meat and Livestock Australia Limited

Established in 1998, Meat and Livestock Australia Limited (M&LA Ltd.) operates as a non-listed public company limited by guarantee, employing 333 personnel as of 2020. Its primary funding source consists of transaction levies imposed under the Australian Meat and Live‑stock Industry Act 1997, which authorizes levy collection on animals or carcasses sold domestically or exported under the Primary Industries (Excise) Levies Act 1999. These levies differ depending on livestock categories such as cattle, pigs, and poultry.

By 2020, roughly 47,500 Australian meat producers held majority ownership stakes in M&LA, establishing it firmly as a producer-controlled entity. Exporters of livestock and processors also contribute through contract levies. M&LA Ltd. concentrates on providing research and marketing services that support the wider M&LA network.

Among its marketing efforts is the "Australian Beef. The Greatest!" campaign launched in 2017 to enhance consumer engagement by promoting beef consumption through recipe sharing. Furthermore, M&LA drives international red meat demand via promotional contests. In 2005, it collaborated with Co-op Islami (currently Al Islami Foods), a frozen meat supplier based in the UAE, to encourage red meat consumption among families in that region. This campaign featured incentives such as trips to Australia with visits to farms and halal-certified processing plants.

Integrity Systems Company

Integrity Systems Company Limited (ISC), founded in 2009 and fully owned by M&LA Ltd, provides quality assurance services and administrative support within the M&LA group. Originally operating under the name National Livestock Identification System Limited until 2017, ISC oversees programs such as the National Vendor Declarations (NVDs) and the National Livestock Identification System.

The NVD framework obliges Australian livestock producers to create biosecurity plans for every Property Identification Code (PIC) they control. An NVD declaration must be completed to legally transfer or sell livestock commercially. In 2020, ISC introduced an online platform for submitting NVDs and other regulatory paperwork electronically, facilitating compliance while enhancing efficiency for suppliers.

Additionally, ISC manages the NLIS, a nationwide database that records livestock locations and contact histories. This system increases transparency in the marketplace by assigning NLIS Early Warning designations to PICs that present potential risks to purchasers, such as exposure to diseases impacting meat safety. Buyers can access these warnings through their NLIS accounts, aiding in risk mitigation and fostering trust within the Australian livestock sector.

MLA Donor Company

MLA Donor Company Limited (MDC), created in 1998 and fully owned by M&LA Ltd, receives funding from the Australian Federal Government alongside voluntary contributions from M&LA partners including universities and breeding enterprises. Under the Australian Meat and Livestock Industry Act 1997, MDC is recognized as an "approved donor body," qualifying it for matched Commonwealth Government funding dedicated to research and development. In 2016, MDC secured A$44 million in government R&D grants, with anticipated funding reaching A$94.628 million for the 2020–21 period.

MDC promotes independent research and innovation within Australia's red meat sectors by financially supporting organizations and institutions engaged in research activities. The BeefLinks initiative, established in 2020 through a partnership between the University of Western Australia and MDC, concentrates on advancing research throughout Western Australia’s red meat supply chain. This collaboration seeks to create innovative technologies that benefit both producers and sellers in the red meat industry.

Market indicators and standards

M&LA delivers market intelligence and advisory services to producers, consumers, and government agencies. It partners with the Australian Bureau of Statistics to gather consumer data that informs its marketing strategies. As a research entity, M&LA publishes market indicators and promotes standards designed to simplify complex market dynamics and assist consumers within the meat and livestock industries. The standards endorsed by M&LA establish baseline requirements for producers and define quality benchmarks for Australian red meat in both domestic and international markets. These standards are fundamental to supply chain effectiveness and support the premium positioning of Australian red meat worldwide.

Eastern Young Cattle Indicator

The Eastern Young Cattle Indicator (EYCI), developed by M&LA, serves as a key market benchmark. It presents a weekly moving average reflecting the prices of young cattle sold throughout Australia's eastern states, including Queensland, New South Wales, and Victoria. The EYCI calculation is based on the carcass price per kilogram in Australian cents, factoring in both weight and sale price. M&LA publishes this index alongside detailed market commentary to offer producers timely insights into prevailing market conditions. The EYCI is instrumental in monitoring shifts in demand within the Australian meat sector.

Meat Standards Australia

The Meat Standards Australia (MSA) grading framework, endorsed by M&LA, is a voluntary scheme aimed at boosting consumer assurance by clarifying red meat quality. This system impacts cattle pricing by assigning consistent beef quality grades, derived from comprehensive consumer feedback and processing data. MSA assessments consider elements such as hormonal growth promotants (HGPs), carcass composition (lean and fat proportions), hanging techniques, and marbling (intramuscular fat) to determine the final quality grade.

Together, these factors establish the MSA grade, which complies with international benchmarks and is managed under M&LA oversight. The grading system has undergone trials overseas with mixed outcomes, particularly within European markets. By merging scientific evaluation with consumer preferences, MSA facilitates market differentiation and supports premium pricing across the Australian beef industry.

Environmental initiatives

Livestock and meat production are notable contributors to climate change. Within Australia, these sectors are the third-largest sources of greenhouse gases and are responsible for 56% of methane emissions nationally. M&LA has committed resources to projects aimed at minimizing the environmental footprint of livestock farming.

National Livestock Methane Program

Initiated in 2012 as a four-year research and development effort, the National Livestock Methane Program (NLMP) was a joint venture involving M&LA, CSIRO, and the Australian Department of Agriculture, Water and the Environment. Its objective was to create sustainable business models for livestock producers by lowering methane emissions from cattle while improving profitability. From 2012 to 2015, M&LA allocated A$1.35 million toward investigating innovative technologies and management approaches to reduce methane output in livestock operations.

The practices promoted by this program contributed to a 24% reduction in methane emissions from beef cattle across Australia by 2015, delivering both ecological and economic advantages to the sector. Research efforts also explored feed additives such as red algae for further emission mitigation. The NLMP exemplifies M&LA’s commitment to combining innovation with environmental stewardship to enhance agricultural profitability.

Carbon neutral by 2030

In 2017, M&LA launched the "CN30" initiative with the goal of achieving carbon neutrality within the meat and livestock industries by 2030. The organization supports research into carbon sequestration methods and develops environmental management frameworks tailored for livestock producers to facilitate this ambition. Given the substantial emissions associated with these industries, reaching net-zero will require comprehensive policies alongside robust incentives for producers.

As part of CN30 efforts, M&LA collaborated with CSIRO and James Cook University to investigate various macroalgae species as feed supplements for cattle. Their research identified Asparagopsis, a type of red algae, as particularly effective—capable of cutting methane emissions by up to 80% when included at just 3% of cattle feed composition. This breakthrough underscores M&LA’s leadership in advancing sustainable practices that have the potential to dramatically reduce the sector’s carbon emissions.

Performance

Since MDC is funded by the Australian federal government, the M&LA corporate group's performance undergoes regular scrutiny through mandated independent evaluations. These government requirements improve M&LA's accountability and encourage effective implementation of its projects and programs.

In 2020, ACIL Allen Consulting carried out an independent assessment of M&LA’s effectiveness and operational efficiency covering the period from 2016 to 2020, in compliance with the statutory funding agreement with the Australian government. This agreement, initiated in 2016 and extended through to 2030, obligates M&LA to uphold transparency and evaluation criteria to retain its status as an approved donor eligible for matched research and development funding. Non-compliance with these standards would result in the loss of government funding eligibility.

ACIL Allen Consulting review

ACIL Allen Consulting’s independent evaluation focused on M&LA’s operational efficiency and overall performance within the Australian red meat sector over five years. The review also examined the contributions of subsidiary entities within the M&LA group. It identified areas requiring enhancement and provided recommendations aimed at improving the authority’s effectiveness. The consultancy characterized M&LA as a large, multifaceted organization engaged across various stages of the meat and livestock supply chains.

The report acknowledged progress in communication with shareholders and support for the Federal Government’s trade agreement negotiations throughout the review timeline. Nevertheless, it pointed out M&LA’s limited participation in major research and development initiatives that could yield greater industry returns. The group was encouraged to adopt less risk-averse financial policies and pursue higher-risk investments with potential for substantial economic gains.

Five principal recommendations targeted subsidiary operations: defining long-term policy direction, securing sufficient funding for ISC, enhancing MDC transparency, and establishing thorough self-assessment frameworks to increase both efficiency and openness. These conclusions are anticipated to shape the Australian government’s 2020 renewal of its statutory funding agreement with M&LA.

Marketing controversies

M&LA’s marketing efforts aim to increase awareness of red meat and stimulate domestic consumption. However, several campaigns have attracted criticism for cultural insensitivity and for mocking veganism and vegetarianism. The 'You Never Lamb Alone' series, part of the broader 'We Love Our Lamb' campaign, employs humor to encourage lamb consumption but has faced backlash due to its representation of Australia’s cultural identity.

2016 campaigns

In 2016, under the 'We Love Our Lamb' banner, M&LA unveiled 'Operation Boomerang' to promote red meat on Australia Day. The advertisement depicted a SWAT team member using a flamethrower to incinerate vegan food, prompting more than 600 complaints to the Advertising Standards Bureau (ASB) alleging violations of the Australian Association of National Advertisers' Code of Ethics. Critics contended that the use of "boomerang" was culturally inappropriate and that the ad incited hostility toward vegans. The ASB concluded that the term was not offensive based on its dictionary meaning and regarded the destruction of vegan food as exaggerated comedic effect favoring lamb, dismissing all complaints and permitting continued broadcast of the advertisement.

Also in 2016, M&LA launched the 'You Never Lamb Alone' campaign promoting inclusivity and multicultural values. This advertisement showcased Indigenous Australians welcoming migrants at a cultural celebration featuring symbols such as German beer and Chinese fireworks. Despite stirring debate, this campaign earned M&LA both the Communication Award and People's Choice Award at the 2016 Australian Multicultural Marketing Awards.

2017 advertising efforts

The 2017 campaign titled You Never Lamb Alone by M&LA encountered backlash due to its portrayal of religious icons Ganesha and Gautama Buddha eating red meat, conflicting with their traditionally vegetarian symbolism. The Universal Society of Hinduism petitioned the ASB to prohibit the advertisement, arguing it disrespected and commercially exploited Lord Ganesha. The society's leader highlighted that associating Ganesha with meat consumption was unsuitable for promotional purposes.

After receiving more than 200 complaints from the public and concerns expressed by the Hindu community, the ASB undertook a review of the campaign. Initially, it concluded that M&LA had not violated the AANA Code of Ethics, recognizing the advertisement’s aim to foster religious tolerance and multicultural values. Nonetheless, a later reassessment determined that M&LA breached Section 2.1 of the Code, leading to an order for the removal of the advertisement from all social media channels.

Effects of COVID-19

Numerous M&LA projects were disrupted by the COVID-19 crisis, resulting in cancellations or indefinite delays. To adapt, M&LA launched digital education initiatives and virtual forums to maintain engagement with Australians. Although some research activities and data collection were paused, M&LA continued monitoring international markets to update stakeholders on developments within the meat and livestock sectors. Additionally, resources addressing COVID-19 regulations and mental health support were offered directly to producers.

The pandemic forced cancellation of M&LA’s annual "Red Meat" event in 2020. Managing Director Jason Strong noted that hosting large-scale gatherings was impractical under prevailing conditions. However, the organization held its 2020 Annual General Meeting (AGM) virtually to sustain communication with stakeholders.

In 2021, M&LA introduced the bold advertising campaign Make Lamb, Not Walls, developed by The Monkeys (part of Accenture Song). This campaign humorously criticized COVID-19 border closures and politicians such as Scott Morrison, Daniel Andrews, and Gladys Berejiklian. It attracted extensive media attention both nationally and internationally, including coverage from The New York Times and The Sydney Morning Herald, while contributing to a 16.8% increase in lamb sales.

Educational programs

In response to pandemic challenges, M&LA created online educational content aimed at informing Australians about red meat consumption. Three interactive programs were introduced for Australian primary school students: 'Your Expert Classroom', 'Be Your Greatest Virtual Classroom', and 'Get Kids Cooking'.

These no-cost offerings feature educational videos alongside hands-on cooking sessions designed for both pupils and educators.

The 'Your Expert Classroom' initiative provides video content explaining the environmental aspects of red meat production. Meanwhile, 'Be Your Greatest Virtual Classroom' collaborates with Australian Paralympic and Olympic athletes preparing for the 2021 Tokyo Olympic Games, offering students live Q&A sessions to discuss how red meat supports healthy nutrition.

The 'Get Kids Cooking' program promotes red meat consumption through engaging culinary lessons. Due to COVID-19 restrictions, traditional in-person classes at Australian Royal Shows were replaced by detailed cooking tutorial videos suitable for home use.

M&LA primarily focuses these educational efforts on urban schools, aiming to bridge knowledge gaps within metropolitan communities regarding the red meat industry compared to rural counterparts.

Market analysis

The COVID-19 outbreak caused interruptions in gathering data from both domestic and international markets, prompting M&LA to pause the production of the Eastern Young Cattle Indicator (EYCI) between March and June 2020. Once restrictions were relaxed throughout Australia, the EYCI recommenced publication in late June 2020. M&LA remains committed to delivering global market intelligence to producers and analysts via research centered on major export destinations. During 2018–19, Australia exported 72% of its beef and veal output, with China representing 24% of beef exports in 2019.

Consumer research conducted by M&LA in China amid the pandemic highlighted a continued increase in demand for red meat, with Australian beef sales expanding by 43% within Chinese markets. These findings are intended to strengthen producer assurance and guide market analysts as they navigate ongoing COVID-19-related uncertainties.

External links

• Social media campaigns