IN BRIEF Sharing red meat’s story Anew online platform has “Good Meat provides an engaging been launched by MLA to platform for red meat producers to provide consumers with share their story and demonstrate an open and trusted source of their commitment to best practice and information about the production continual improvement. of beef, sheep and goatmeat “Through a transparent approach, in Australia. Good Meat informs consumers and the wider community about the great Good Meat demonstrates how work of Australian red meat producers Australian red meat is produced and the quality product they produce. sustainably with a focus on welfare It emphasises the high standards and its importance as part of a healthy already in practice while reinforcing balanced diet. the industry’s ongoing commitment The website is also home to a range of to animal welfare and responsible educational resources including study environment management.” guides, classroom posters, lesson and Recent research shows that only about activity sheets, virtual farm visits, digitalone in five meat eaters have a good lessons and online board games. understanding of the Australian beef MLA Managing Director Richard and lamb industry and there are now community engagement program which Norton said while the vast majority almost 20% fewer Australians from includes Australian Beef’s virtual reality of consumers in metropolitan centres urban centres visiting cattle or sheep Paddock to Plate Story, community across Australia are confident in the farms annually compared to eight events, education and schools program practices of the red meat industry, years ago. and producer advocate development. Good Meat speaks directly to those “The Australian red meat industry needs who are curious and seeking more However, the same consumer research to continue to meet the expectations information about production systems. reveals an increasing appetite to learn of global customers, by providing more about food production, with more evidence that demonstrates our “The consumer is king in our than 50% interested in how Australian practices meet their needs. Offering industry and we understand beef and lamb is produced. data and transparency to customers is that community trust is Good Meat has been developed in key to building trust,” Richard said. integral to a sustainable and consultation with the red meat industry and forms an integral part of MLA’s goodmeat.com.au. prosperous industry,” he said. Domestic Market Strategy and broader Rare Medium roadtrip Rare Medium, MLA’s the acclaimed restaurant Mike Eggert getting out the go-to source of red communication channel Momofuku Seiōbo of the city to explore meat information for chefs. for the Australian (recently voted number Australian lamb on menus six in Australia’s Top 100 at local pubs, cafes and The Australian foodservice foodservice industry, Restaurants). restaurants from Geelong sector generated $45 has launched the latest to Goulburn. billion in 2016, accounting issue of its seasonal Paul visited his first for 50 million meals a e-magazine – exploring Australian sheep farm Rare Medium seeks to week, positioning it as to learn about lamb ensure that beef and lamb a crucial component to Australian lamb from production from western paddock to plate. remain relevant and retain the ongoing success of Victoria producer their place on domestic Australia’s red meat and The spring lamb edition Michael Craig. foodservice menus. livestock industry. is co-edited by chef Paul The issue introduces the Through education and Carmichael, who is one half new ’roadies’ section – a inspiration, the objective raremedium.com.au of the leadership team of literal road trip with chef for Rare Medium is to be 4