IN BRIEF Plant‑based alternatives aren’t new. and healthier meals, but can be What is new are alternatives confused about how much red MLA’s consumer and seeking to mimic the experience meat is healthy. A critical solution community programs of eating red meat – its taste, to address this confusion is to provide guidance to consumers to promote red meat’s its smell and its appearance on the amount (portion size) of red credentials include: – but without the perceived meat they should be consuming animal welfare or perceived as part of a healthy meal. • The Australian Good Meat website, environmental impacts. where 20 frequently asked questions What’s also new are the cell‑based The Australian Dietary Guidelines from consumers are answered: products that are grown in a lab, are based on scientific evidence goodmeat.com.au rather than in a paddock. and guide regulators, policy makers and health professionals MLA is keeping a very close watch about the amount and kinds of on these alternatives to red meat foods that consumers need to eat and how consumers react. for a healthy diet. Our research indicates there’s low These guidelines currently consumer awareness of cultured recommend the consumption and synthetic meat and only a of 65g/day cooked red meat modest number would like to try or 92g/day raw (equivalent to these products. 455g/week of cooked red meat) Global mega trends indicate as part of a healthy diet because ‘health’ and ‘wellbeing’ and a red meat is considered the most important protein source for iron preference for ‘natural, quality and zinc. • Paddock to Plate virtual reality experience foods from trusted sources’ for beef and lamb: mla.com.au/vr are important to consumers. Not surprisingly, MLA’s Coupled with this is strong research shows consumers consumer interest in provenance remain confused about how to and production. interpret the Australian Dietary Guidelines and incorporate the While red meat products are recommendations into their natural, makers of lab‑grown meat everyday meals in a practical way. and plant protein products will have a much tougher job to make In response, MLA has developed these same claims. practical resources to give consumers confidence to continue But, to remain relevant in this to enjoy red meat as part of a competitive environment, we healthy diet: need to continue to focus on the consumer. • MLA’s So what’s for dinner? initiative provides resources • Rare Medium foodservice program and How is MLA promoting red designed for general e‑magazine: raremediummag.com meat in this environment? practitioners and dietitians to • School education – engaging schools MLA’s core role is to invest use with their patients to help and teachers through red meat teaching in programs and activities to them achieve variety, balance resources aligned with the national increase the profitability and and enjoyment in their meals. curriculum: mlavirtualexcursions.com prosperity of the Australian red This consumer‑focused approach meat industry. Another core role provides a bridge between the is to drive continued demand Australian Dietary Guidelines and and consumption of red meat the plate: mlahealthymeals.com. domestically and overseas. au/healthy-eating MLA’s research role also means • MLA’s consumer marketing we invest in consumer insights campaigns for beef and lamb to better inform industry policy include significant elements and consumer decision making. that promote meal ideas, This allows MLA to focus on including point‑of‑sale material stimulating demand using the such as posters and recipe purchase drivers most important booklets featuring easy recipes to most consumers: eating quality, (pages 45–47). ■ nutrition and versatility, the need • Partnerships with royal shows, food festivals to fit in with the household budget, Jason Strong and other major community events. and convenience. E: jstrong@mla.com.au This program of work is ongoing and is Our consumer insights also show extremely important to the long‑term a strong trend towards health and prosperity of Australia’s red meat industry. wellbeing. Australians want variety 7