IN BRIEF for producers “The Strategic Plan 2025 highlights MLA’s Red Meat 2030 contribution to the red meat Red Meat 2030 is the industry’s long‑term vision 10-year strategic plan for to double the value of red the Australian red meat and livestock industry – it forms meat sales by 2030 and for the foundation for MLA’s Australia to be the trusted Strategic Plan 2025. source of the highest quality The vision of Red Meat protein, as outlined in 2030 is: Together, we Red Meat 2030 . will double the value of “It will also play an important role in Australian red meat sales taking Australian agriculture to a $100 as the trusted source of billion industry by 2030,” Jason said. the highest quality protein. “Our ambition was to build a plan Red Meat 2030 sets out six which ensures MLA can capitalise on priorities to guide activities for the areas where we already have a whole of industry benefit: competitive advantage but also asks some tough questions about what we • Our people “MLA’s Strategic Plan 2025 can do better for producers and how • Our customers, consumers is clear in its ambition as we we can turn today’s challenges into and communities continue to drive demand tomorrow’s opportunities. • Our livestock for red meat, with activities “Success will ultimately be measured by • Our environment producers’ ability to create and capture • Our markets informed by data, evidence additional value from these investments.” and insights,” Jason said. • Our systems. MLA’s Strategic Plan 2025 will undergo Red Meat 2030 was launched in “For MLA’s research and development a constant cycle of review and inform 2019 by the Red Meat Advisory work, we will continue to push our MLA’s Annual Investment Plans, which Council. It was developed industry forward by building on-farm outline MLA’s programs and the through consultation with around productivity through improved adoption activities, key performance indicators 300 stakeholders, including of research outcomes. We must build and budgets for each financial year.■ levy payers, representatives more sophisticated and efficient supply from industry bodies, state chains, with a shared commitment from Jason Strong farming and representative all of industry.” E: jstrong@mla.com.au organisations, customers and Collaboration with stakeholders Read the MLA Strategic Plan 2025 community members. is essential for MLA to deliver its at: mla.com.au/strategicplan strategic objectives. Read MLA’s Annual Investment redmeat2030.com.au Plan 2020–21, thefirst under the Industry vision new strategic plan, at: MLA’s Strategic Plan 2025 is founded mla.com.au/aip on the industry’s ten-year strategic plan, Red Meat 2030, to ensure it’s aligned with the vision and priorities shared across the supply chain and with the other red meat Rural Research and Development Corporations. 7