A NOTE FROM THE MD… Welcome to the September/ October edition of Feedback. With the ongoing challenges presented by COVID‑19, communicating with our broad range of stakeholders is more critical now than ever. One of the ways we are keeping members up‑to‑date during this pandemic is through our range of e‑newsletters, so I encourage you to sign up at mla.com.au/enews Here is a snapshot of our three most read e‑newsletters: • Friday Feedback is distributed every week and includes news, views and advice from MLA. It covers seasonal topics, industry news, weather, producer case studies and on‑farm tools. deliver this information through a marketing programs, ensuring red meat • Prices & Markets is distributed every series of online events and webinars. remains on plates around the world. Thursday and provides in‑depth red By subscribing to Friday Feedback, you meat market news, information and will be able to easily access the latest So far, the strategy has focused on: analysis to help producers make details each week. 1.Food hacks: To help consumers informed decisions when buying and learn how to cook red meat at selling livestock. What is MLA planning to deliver home through practical content for the rest of the year? e.g. how‑to videos. • R&D Round‑Up is a monthly With an emphasis on delivering ‘fewer, e‑newsletter which provides a short 2. Trust and immunity: To reinforce the and sharp look at the latest research bigger and bolder’ programs of work, nutritional benefits of Australian red published by MLA, summarising we will focus on less projects but meat at a time when consumers are projects in an easy‑to‑read format. larger programs. gravtati gtowards brands they trust Read more about R&D Round‑Up This includes Northern Breeding and foods with nutrition benefits. on page 10. Business (NB2), a new initiative 3.Digital development: MLA is moving While we will continue to update to address the low reproductive as many events and seminars our members on the latest industry performance of breeder herds across online as possible so producers can developments primarily through Friday northern Australia compared with continue to access new resources Feedback e‑newsletter and MLA’s southern enterprises (page 5), as well and information for their businesses. social media platforms, I would also like as the Sheep Reproduction Strategic 4.Tactical support: MLA introduced to take this opportunity to answer some Partnership, which resulted from the short‑term additional financial ‘frequently asked questions’. recently released Sheep Reproduction support measures as part of the the RD&E Impact Assessment (page 7). CoMarketing program to support Will Red Meat 2020 go ahead What has MLA achieved over brand owners during this difficult this year? the past two months? trading environment. Unfortunately, we have decided to New sheepgenetics website cancel the annual Red Meat event due 5.Clear communication: MLA has to the ongoing COVID‑19 situation. MLA recently launched a new Sheep adapted communication channels Genetics database search site that to provide a clear and consistent MLA’s 2020 Annual General Meeting offers a range of improved features line of communication with (AGM) – an important component of the to make Australian Sheep Breeding global stakeholders. Red Meat event schedule – will still take Values more accessible and gives place on 19 November. producers the ability to customise data Turn to page 40 to take a to suit their needs. To access the new behind‑the‑scenes look at how MLA Given massive uncertainty around site, visit sheepgenetics.org.au. is developing innovative activities to ongoing outbreaks of COVID‑19, increase red meat sales throughout cancelling the Red Meat event Delivering the COVID‑19 global the pandemic. ■ was a regrettable but ‘common response strategy sense’ decision. The volatile nature of COVID‑19 Have a question for me? We want to ensure red meat producers continues to influence the demand for Jason Strong still have the opportunity to find out red meat across the globe. MLA Managing Director how their levies are being invested MLA is responding to these trends by E: jstrong@mla.com.au by MLA, and will more than likely implementing a global strategy to adapt 3