IN BRIEF The truth about activists and consumers “Anti‑meat extremism” may legitimate concerns but want to be partners What our customers have recently spiked in news in the process, and we’re careful not to are saying headlines, but there’s no tidal engage in debates that give legitimacy to wave of consumers turning issues representative of the views of a very to veganism, according to MLA’s small group.” consumer insights. For that reason, the majority of MLA’s MLA research shows 93% of consumers work in this space focuses on stimulating perceive producers to be responsible demand using the purchase drivers most custodians of the land. In fact, there’s beenimportant to most consumers – eating a strong show of community support for quality, nutrition and versatility, the producers affected by vegan extremists’ need to fit in with the household budget, illegal and invasive actions. and convenience. MLA’s domestic marketing manager Transparency: the greatest Graeme Yardy said consumers have opportunity a positive perception about food While there’s a growing trend in people safety, standards and the right amount wanting to know where food comes from “ ‘Carbon neutral’ is what has of regulation in relation to the red – and claims of a lack of transparency finally sold me on big‑time meat industry. underpinning much of the activist spiel – menuing the Aussie the reality is the red meat industry shares product. Before it was “This is testament to the work of the vast how it operates extensively. difficult to justify not using majority of producers who do the right thing,” he said. “We know that less than 40% of people local product, but knowing have visited a farm in Australia. Our role isthe commitment came from Veganism plateau to help people understand what it takes to Meanwhile, for the past three years, the produce amazing quality beef and lamb,” the farmers is awesome.” number of metropolitan people who Graeme said. ■ Michael Poompan, Executive Chef, US identify as vegan or vegetarian has (See story on page 5) remained stable at 7% and, of those, 9% Graeme Yardy occasionally eat meat. At the same time, E: gyardy@mla.com.au 15% of meat eaters have been vegetarian “ I’ve visited all around in the past – so there’s a high return rate to Australia and experienced eating meat. MLA’s consumer and the best environment, high “The key message is there’s no huge community programs quality of feeding systems groundswell of people turning away from and the love of producers eating meat,” Graeme explained. • Good Meat website, where 20 frequently asked questions for cattle. So now I want to “Veganism has a lot of celebrity influence. from consumers are answered assist the Australian beef It’s not a fad, and people are free to choose goodmeat.com.au industry to go to the next what they eat, but it has to be viewed with the perspective of the evidence of what is • MLA Healthy Meals – red meat level and be even more happening at the broader level. nutrition resources for health valued in Japan for its professionals high quality.” “At the heart of the issue is there’s so much mlahealthymeals.com.au media attention on veganism, alternative • Paddock to Plate virtual reality Hal Yamashita, Restaurateur and chef diets and activism. There’s an ability of experience for beef and lamb – NADABAN Restaurant, Tokyo, Japan small interest groups to have a huge voice mla.com.au/vr compared to what Australians in general are doing with their lives. • Rare Medium foodservice program and e‑magazine “It’s a well‑worn path by anyone trying to raremediummag.com effect change for their purpose to use • School education – engaging shock and awe tactics – these are the schools and teachers through red tactics around vegan activism. With any meat teaching resources aligned extreme ideology, it’s unlikely you’ll change with the national curriculum beliefs with research, facts and science mlavirtualexcursions.com because people are emotionally invested • Partnerships with major community and not looking to be convinced otherwise. events such as royal shows and “Instead, MLA looks to have rational food festivals discussions with groups who have 8