IN BRIEF Accelerated Adoption Initiative begins We are L evy payers can now access a wide range of MLA’s Australian at no cost, following the commencement of theproducts and services, delivered directly to them farmers Accelerated Adoption Initiative. M LA is part of a national The initiative – announced by Managing Director Jason Strong at campaign to start Red Meat 2019 in Tamworth – came into effect on 25 November a conversation between 2019 and will operate until 30 June 2021. producers and the community to Under the Accelerated Adoption Initiative, MLA will provide a better connect all Australians with temporary relief for costs incurred for the delivery of key productsagriculture and the people behind it. and services, from MLA, directly to red meat levy payers. It does not include the livestock transaction levy, which will The ‘We Are Australian Farmers’ initiative remain unchanged. was recently launched by the National Farmers’ Federation (NFF), with funding Eligible items include: from MLA. • Livestock Production Assurance (LPA) accreditation and reaccreditation It responds to new research which reveals • National Vendor Declarations (NVD) books more than two‑thirds of urban dwellers have no connection to farming, agriculture • training workshops, forums and field days delivered directly byor rural Australia. MLA such as Bred Well Fed Well, BeefUp and MeatUp Forums To restore the connection, a ‘We Are • Sheep Genetics membership and services. Australian Farmers’ video was created Jason said MLA’s focus is to fast‑track producer adoption of asto celebrate the shared values of all many tools as possible that deliver direct benefit to levy payersAustralians and challenge some of the as MLA looks to support the national recovery of the red meat dated perceptions of farming. supply chain. The video features producers such as “The removal of financial barriers for producers Andy, Jamie, Jonty and Izzy Ingle of Holbrook, NSW (pictured). to access MLA products and services is one of the first steps identified by MLA to provide that MLA will connect its extensive community engagement work to the ‘We Are direct support to producers,” Jason said. Australian Farmers’ initiative, including Red Meat Advisory Council (RMAC) Chairman Don Mackay said the Australian Good Meat program and website, which answers many common MLA’s focus on delivering direct benefits to levy payers shouldquestions about the way red meat is be applauded. produced and is an easily accessible “This is a bold initiative from MLA and I thank the MLA Board, Jasonresource for curious consumers. ■ and the senior leadership team for making it happen,” Don said. Lisa Sharp “RMAC has set an ambitious 10‑year target for the red meat and E: lsharp@mla.com.au livestock industry and we all have a role to play in doubling the value of red meat sales by 2030.” ■ Watch the ‘We Are Australian Famers’ video at: farmers.org.au/campaign/ For further details on the Accelerated Adoption Initiative, we-are-australian-farmers including eligible MLA products and services, visit Australian Good Meat: mla.com.au/AAI goodmeat.com.au 5