IN BRIEF Telling the real story about red meat Australia’s red meat But despite this growing interest, we The reality is this occurs while most of industry is operating in an know consumers remain confused Australia’s population continues to buy increasingly challenging by the sheer volume of information red meat and enjoy it as part of their global environment. available and the fact many reports weekly diet. offer conflicting information on the MLA’s research shows the percentage Producers are not only experiencing credentials of red meat. tough seasonal conditions in many of households that eat beef and lamb regions, but are also facing significant This means, as an industry, there is remains very high. Beef was on the attention focused on the sustainability an opportunity to cut through the menu in more than 90% of Australian of the red meat and livestock sectors information maze, providing consumers households last year, and lamb in more and the place of red meat in a with the facts so they can continue to than 76% of households. healthy diet. enjoy red meat. MLA’s consumer insights More than ever before, consumers For MLA, talking with consumers confirm that red meat are interested in the ‘what, how and remains an integral component who’ behind the products, goods and of our work across marketing, continues to be the most services they consume. research and development. However, popular protein with a critical area of focus is better Australian consumers by Producers can be proud of what they communication with red meat do to nourish the community. However, producers to provide them with value, with red meat and with so much information available, information and resources to be better vegetables the most popular often with contradictory messages, it’s advocates for our industry. meal in Australian households. important that consumers know the Do some of the headlines about truth about red meat. red meat match the facts? An example is the recent ABC Australia Here, MLA Managing Director Jason Unfortunately not. With so much media Talks National Survey of 55,000 Strong shares how MLA informs attention on these issues, small interestAustralians from across every state and consumers about the health, welfare groups can seem to have a huge voice territory and every federal electorate and environmental credentials of compared to Australians in general. about their attitudes, behaviours and red meat to drive continued demand experiences. The survey revealed and consumption domestically In the past 12 months, we’ve seen an just 1% of the nation identifies as and overseas. increase in reports of a surge in vegan vegan, while just 3% considered or vegetarian diets or a rise in meat themselves vegetarian. Is it a challenge talking to alternatives, and the subsequent impact consumers about red meat? on red meat consumption. These findings are supported by MLA Absolutely. Increasing media attention research which shows that, for the past is focused on the environment, While anti‑meat extremism has spiked three years, the number of metropolitan sustainability, healthy diets and the in recent news headlines, 80% of that people who identify as vegan or supposed increase in demand for meat coverage has been favourable towards vegetarian has remained stable. It also alternatives. As a result, our industry red meat producers. shows there is a proportion of this faces a challenge to ensure the strong The fact is red meat producers are group who occasionally eat meat. credentials of red meat, particularly as trusted by consumers and our research Are plant or alternative‑based a critical part of a healthy diet, continuetells us that: proteins a threat to Australian to be acknowledged. • 61% of consumers feel producers make red meat? We know consumers – particularly in a positive contribution towards society Plant‑based proteins have received a developed markets – are interested, • nearly two‑thirds say the industry’s lot of air‑time this year. At first glance, it more than ever, in where and how their animal welfare practices are good or seems they pose major competition to food is produced. very good. our product, but let’s look at the facts. 6