catherine golding meat & livestock australia 2 true aussie beef and lamb
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Catherine GoldingMeat & Livestock Australia
2
TRUE AUSSIE BEEF AND LAMB
WHO IS MEAT & LIVESTOCK AUSTRALIA (MLA)?• MLA is a producer-owned (48,500 members) company that provides:
─ Research (on farm and post farm gate)─ Marketing (both generic Australian and assisting brands/companies)─ Market access services to the Australian industry
• MLA is primarily funded by transaction levies paid on livestock sales by producers
AUSTRALIAN LAMB PRESENTATION
SEEKING NATURAL ALTERNATIVES
FEEL-GOOD CUISINE is the next iteration of better-for-you. Consumers are now responding to menus that make them feel good about the choices they make – both in body and mind.
SEEKING NATURAL ALTERNATIVES
Consumers increasingly consider social responsibility in their purchasing decision. For beef, food safety, animal welfare and environmental concerns are top of mind for many, especially women.
I would be more likely to purchase and I am willing to pay ______ for beef that is…
AUSSIE BEEF & LAMB – A NATURAL
OPTION• Over 70% of our beef and over 90% of our lamb
is grassfed and finished
• Breeds are specially selected for their adaptability to the environment
• Livestock graze native and improved pasture varieties – a natural product of a natural environment
• All lamb and most beef is all-natural, minimally processed, free of artificial additives and hormone growth promotants
• The Australian cattle and sheep industries adhere to stringent animal welfare standards enforced by legislationAUSTRALIAN LAMB PRESENTATION
COMMITTED TO SUSTAINABILITY
AUSTRALIAN BEEF & LAMB PRESENTATION
• Over the last 30 years Aussie ranchers have ‒ Reduced their water use by over 65% ‒ Reduced their animals’ greenhouse gas emissions
intensity by 14%
• Transport <5% of greenhouse gas emissions, water and land, confirming food miles (or locally produced) is not a suitable indicator of environmental impact
• Making something out of nothing Grass-fed beef and lamb convert what we can’t eat (namely grass) into meat on land not fit for any other food production
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