A NOTE FROM THE MD… MLA fosters the long-term prosperity of the Australian red meat and livestock industry by delivering world-class research, development and marketing outcomes. Welcome to the spring edition activities will continue to share red of Feedback. meat’s good story and reinforce the quality and versatility of our red meat. Winter was another tough season for many red meat production regions across Insights at Red Meat 2019 Australia, with poor conditions unlikely In order to tell our story, we need to to ease by 2019’s end. While it continues know who we’re sharing it with – this is Cover (page 40): The three to be a difficult year for producers, I want where MLA’s market insights come in. generations take pride in their to focus on some of the more positive At Red Meat 2019’s ‘Sharing red meat’s paddock‑to‑plate business story: story’ breakfast on 20 November, we’ll principal Robert Mackenzie, his son outcomes for the industry over the James and Robert’s father Bruce. last few months. Even in hard times, be sharing some key findings from a Image: Mackenzie family it’s important to reflect on what we’ve recent research project which looks achieved together through working into people’s perceptions and concerns collaboratively, fostering innovation and about our industry and reports back to Have your say! seizing on new opportunities. stakeholders. You can read more about We’d love to hear from you this on page 9. Telling red meat’s story info@mla.com.au Firstly, I’d like to make special mention As well as market insights, this year’s Red 02 9463 9333 of the new We Are Australian Farmers Meat event program includes on‑farm initiative (page 5), which MLA is partnering tours, the latest research, development mla.com.au and innovation news, technology with National Farmers’ Federation to @meatandlivestockaustralia deliver. Our industry produces red meat demonstrations and more. For the full @meatlivestock that consistently meets community preview, check out the feature on pages meatandlivestock expectations, but we also have to be 8–10. The December/January edition of able to communicate the sustainability, Feedback will include a special feature nutrition and animal wellbeing credentials on the event, so keep an eye out. backing our products. Accelerate your productivity with Feedback is produced and This initiative is just one aspect of the genetics published by Meat & Livestock agriculture sector’s ‘team approach’ to As mentioned in the previous edition, Australia Ltd (ABN 39 081 678 364). explaining the excellent story producers MLA recently launched its genetics MLA acknowledges the matching have to tell, to showcase the responsible hub – genetics.mla.com.au – which funds provided by the Australian approach we also share with consumers brings together tools and resources for Government to support the producers to accelerate productivity research and development detailed and the community. in this publication. in their livestock. I’d encourage you all There’s also the Olympic and Paralympic to read through the How to shop for This magazine was printed on Sumo partnerships with MLA and Australian Offset Laser, an environmentally a high‑performing sire pocket guide responsible paper manufactured beef, which are helping to inform included in this magazine pack, as well under the environmental management consumers about the nutrition and as pages 20–22 for more information. system ISO 14001 using Elemental versatility benefits of our product – Chlorine Free (ECF) pulp sourced see page 7 for more detail on this As always, I’d love to hear your feedback from sustainable forests. Sumo on any of MLA’s research or marketing Offset Laser is FSC Chain of Custody exciting initiative. (CoC) certified (mixed sources). activities and look forward to catching up Australian livestock producers are with many of you at Red Meat 2019. some of the most progressive in the Disclaimer: The views expressed in Feedback world and we need to ensure this are not necessarily those of MLA, message is getting out to both our its employees or agents. Feedback content is provided as information not domestic and international markets. as advice and you should make your Whether it’s the everyday shopper in own enquiries before making decisions Jason Strong concerning your interests. All material in our local supermarket or our Japanese Feedback is copyright. Reproduction of consumers in the lead‑up to the 2020 MLA Managing Director the material is encouraged, however due acknowledgement to Feedback is required. Tokyo Olympic Games, MLA’s marketing E: managingdirector@mla.com.au