Meat & Livestock Australia

The M&LA group was created following the merger of Australian Meat and Livestock Corporation (AMLC)[https://www.eoas.info/biogs/A000812b.htm Australian Meat & Livestock Corporation] and Meat Research Corporation (MRC)[https://www.eoas.info/biogs/A000890b.htm#related Meat Research Corporation] which allowed for the privatisation of these government bodies in 1998.{{Cite web|title=Meat & Livestock Australia moves from spreadsheet to cloud|website=DXC Technology|url=https://www.dxc.technology/au/case_studies/146853-meat_livestock_australia_moves_from_spreadsheet_to_cloud|access-date=2020-11-19}} The M&LA corporate group was made responsible for the research and development functions of AMLC and the MRC goal to providing production support.{{Cite web|title=Meat Research Corporation Act 1985 |url=http://www.legislation.gov.au/Details/C2004C05292/Html/Text|access-date=2020-11-19 |website=www.legislation.gov.au}}{{Cite web|title=Australian Meat and Live-stock Corporation Act 1977 |url=http://www.legislation.gov.au/Details/C2004A01705/Html/Text|access-date=2020-11-19 |website=www.legislation.gov.au}}

Established in 1998, Meat and Livestock Limited (M&LA Ltd.) is an unlisted public company limited by guarantee.{{Cite web|title=Meat & Livestock Australia Ltd |url=https://www.bloomberg.com/profile/company/7727368Z:AU|access-date=2020-10-29 |website=Bloomberg.com}} M&LA Ltd. consists of 333 employees as of 2020 and receives funding in the form of transaction levies.{{Cite web |date=November 2020 |title=Company Profile – MLA |website=Craft.co |url=https://craft.co/meat-livestock-australia|access-date=2020-11-10}}{{Cite web|title=Working at MEAT & LIVESTOCK AUSTRALIA|website=Glassdoor |url=https://www.glassdoor.com.au/Overview/Working-at-MEAT-and-LIVESTOCK-AUSTRALIA-EI_IE437302.11,39.htm|access-date=2020-11-10}} M&LA has been declared to be an 'industry body' under the Australian Meat and Live‑stock Industry Act 1997,{{cite web |date=January 2017 |title=Australian Meat and Live‑stock Industry Act 1997 |website=www.legislation.gov.au |url=https://www.legislation.gov.au/Details/C2017C00013}} which allows M&LA to collect such levies. A levy fee applies to animals or carcasses sold domestically or internationally by Australian producers under the Primary Industries (Excise) Levies Act 1999.{{cite web |title=Primary Industries (Excise) Levies Act 1999 |website=www.legislation.gov.au |date=27 December 2011 |url=https://www.legislation.gov.au/Details/C2012C00241}}{{cite report |author=Sandra J. Welsman |date=June 2010 |title=Australian Meat Processor Corporation |series=Review of Rural Research and Development Corporations |url=https://www.pc.gov.au/inquiries/completed/rural-research/submissions/sub111.pdf}}{{Cite web |url=https://www.aph.gov.au/Parliamentary_Business/Committees/Senate/Rural_and_Regional_Affairs_and_Transport/Beef_levies/~/media/Committees/rrat_ctte/beef_levies/c02.pdf |access-date=2020-11-18 |title=Industry structures and systems governing levies on grass-fed cattle |website=www.aph.gov.au}} This act outlines the circumstances in which producers are required to pay levies and provides the differing levy rates which apply to meat and livestock, including cattle, pigs and chickens.

As of 2020, 47,500 Australian meat producers held a majority of shareholdings in M&LA, which has given the company the status of being producer-owned.{{Cite web|title=AFR Business Case Studies {{!}} Meat & Livestock Australia|url=http://www.afrbiz.com.au/companies/meat-livestock-australia.html|access-date=2020-11-08|website=www.afrbiz.com.au}}{{Cite web|title=Meat and Livestock Australia Limited (MLA) |url=https://ses.library.usyd.edu.au/handle/2123/929|access-date=2020-11-08|website=ses.library.usyd.edu.au}}{{Cite web|title=Meat and Livestock Australia. (1998–) |url=https://trove.nla.gov.au/people/581041|access-date=2020-11-08|website=trove.nla.gov.au}}{{Cite web|date=2018-10-22|title=MLA members: lodge your Levies Notice|url=https://farmtable.com.au/mla-members-lodge-your-levies-notice/|access-date=2020-11-17|website=Farm Table}} Livestock exporters and processors also fund M&LA Ltd. through the levies paid under contract.{{Cite web|date=4 February 2020|title=Cattle and livestock transaction levy|url=https://www.agriculture.gov.au/ag-farm-food/levies/rates/cattle-livestock-transaction|website=Department of Agriculture, Water and the Environment}} M&LA Ltd. primarily conducts research and offers marketing services on behalf of the M&LA organisation.{{Cite web|date=2020-09-02|title=State of the Industry Report 2020 released|url=https://rmac.com.au/state-of-the-industry-report-2020-released/|access-date=2020-10-30|website=Red Meat Advisory Council|archive-date=27 February 2021|archive-url=https://web.archive.org/web/20210227010453/https://rmac.com.au/state-of-the-industry-report-2020-released/|url-status=dead}}{{Cite web |last=Annab|first=Rachid|date=2019-02-13|title=Forewarned is forearmed: $6.2 million for better farm forecasting |url=https://about.unimelb.edu.au/newsroom/news/2017/june/forewarned-is-forearmed-$6.2m-for-better-farm-forecasting |access-date=2020-11-01|website=Newsroom}} The 'Australian Beef. The Greatest!'[https://www.adnews.com.au/campaigns/mla-reminds-the-nation-australian-beef-is-the-greatest-on-earth 'Australian Beef. The Greatest!'] marketing campaign which was launched in 2017,{{Cite book|title=Environmental, health, and business opportunities in the new meat alternatives market|last=Bogueva|first=Diana|date=28 December 2018|isbn=978-1-5225-7351-7|location=Hershey, PA|oclc=1078637003}} strives to increase consumer engagement with the red meat industry and promote consumption by providing recipes which incorporate beef.{{Cite web|date=2017-07-19|title=Australian Beef – the greatest!|website=Harvey Beef|url=https://www.harveybeef.com.au/news/australian-beef-greatest/|access-date=2020-11-18|archive-date=7 March 2022|archive-url=https://web.archive.org/web/20220307160343/https://www.harveybeef.com.au/news/australian-beef-greatest/|url-status=dead}}{{Cite web|date=2019-11-04|title=New Australian Beef campaign focuses on 'quick and easy' meals |website=Beef Central |url=https://www.beefcentral.com/news/new-australian-beef-campaign-focuses-on-quick-and-easy-meals/|access-date=2020-11-18}}

This company is also involved in encouraging international consumption of red meat through promotional competitions. In 2005, M&LA Ltd. launched a campaign in collaboration with Co-op Islami{{Cite web|date=2018-05-03|title=Al Islami Foods sells minority stake to Mitsubishi to expand halal exports|url=https://www.just-food.com/news/al-islami-foods-sells-minority-stake-to-mitsubishi-to-expand-halal-exports_id139179.aspx|access-date=2020-11-08|website=www.just-food.com|archive-date=9 May 2021|archive-url=https://web.archive.org/web/20210509190209/https://www.just-food.com/news/al-islami-foods-sells-minority-stake-to-mitsubishi-to-expand-halal-exports_id139179.aspx|url-status=dead}}{{Efn|Co-op Islami has been a provider of frozen red meat and seafood in the United Arab Emirates since 1981.{{Cite web |title=CO-OP ISLAMI FOOD PROCESSING PLANT |website=eDurar |url=https://www.edurar.com/CO_OP_ISLAMI_FOOD_PROCESSING_PLANT#Products|access-date=2020-11-17}} In 2006 the company rebranded, adopting a new logo and name change.{{cite web |website=IPT.net |date=28 February 2006 |title=Co-op Islami rebrands |url=https://www.itp.net/485664-co-op-islami-rebrands}} It is now called Al Islami Foods and is a subsidiary of Dubai Cooperative Society.{{cite web |title=Al Islami Foods |website=ZAWYA |url=https://www.zawya.com/mena/en/company/Al_Islami_Foods-1000781/ |archive-url=https://web.archive.org/web/20180614215411/https://www.zawya.com/mena/en/company/Al_Islami_Foods-1000781/ |archive-date=2018-06-14 |url-status=dead}}}} to promote red meat consumption by families in the United Arab Emirates.{{Cite web|title=COOP ISLAMI announces winner of the Australian Lamb Promotion|website=Al Bawaba |url=https://www.albawaba.com/news/coop-islami-announces-winner-australian-lamb-promotion|access-date=2020-10-30}} The prize of the competition consisted of four tickets to Australia and a guided tour of Australian farms and processing facilities which adhere to Halal principles.{{Cite journal|last1=White|first1=Gareth R. T.|last2=Samuel|first2=Anthony |title=Fairtrade and Halal Food Certification and Labeling: Commercial Lessons and Religious Limitations|journal=Journal of Macromarketing|date=December 2016|volume=36|issue=4 |pages=388–399|doi=10.1177/0276146715620236|s2cid=157661414|issn=0276-1467}}{{Cite web|title=MLA 1: Protecting, conserving, promoting and transmitting culture, heritage and history for dialogue and development|website=webcache.googleusercontent.com|url=http://https//ich.unesco.org/doc/src/21202-EN.docx|access-date=2020-11-17|archive-date=14 October 2022|archive-url=https://web.archive.org/web/20221014021248/https://webcache.googleusercontent.com/search?q=cache:_vtdaazwhrsJ:https://ich.unesco.org/doc/src/21202-EN.docx+&cd=41&hl=en&ct=clnk&gl=au&client=safari|url-status=dead}}

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Integrity Systems Company Limited (ISC) is a public company which was registered in 2009 and is wholly owned by M&LA Ltd.{{Cite web|last=foodnavigator-asia.com|title=Australia overhauls meat quality assurance scheme |url=https://www.foodnavigator-asia.com/Article/2017/05/22/Australia-overhauls-meat-quality-assurance-scheme|access-date=2020-10-30|website=FoodNavigator-Asia|date=21 May 2017 }}{{Cite web|title=LPA & Biosecurity Changes |url=https://raydonovan.com.au/livestock/biosecurity-changes/|access-date=2020-10-30|website=Ray Donovan}}{{Cite web|date=2014-11-01|title=ABN Lookup|website=abr.business.gov.au |url=https://abr.business.gov.au/|access-date=2020-11-01}}{{Efn|This company underwent a name change on 10 May 2017 to become 'Integrity Systems Company Limited'. Between its registration in 2009 and 2017, the company traded as 'National Livestock Identification System Limited'.}} This company implements quality assurance programs and provides administrative assistance to programs delivered by the M&LA group.{{Cite web|title=Australian Intercollegiate Meat Judging Association (ICMJ) {{!}} Integrity Systems Company Red Meat 2018 Student Scholarship|url=https://icmj.com.au/2018/07/16/integrity-systems-company-red-meat-2018-student-scholarship/|access-date=2020-11-01}}{{Cite web |title=Livestock Marketing Campaign for MLA's Integrity Systems Company|url=https://seftons.com.au/our-projects/livestock-marketing-campaign-for-mlas-integrity-systems-company/|access-date=2020-11-01|website=Seftons}} These include the National Vendor Declarations initiative (NVDs){{cite web |title=National Vendor Declarations |url=https://agriculture.vic.gov.au/livestock-and-animals/national-livestock-identification-system/national-vendor-declarations |access-date=2020-11-01|website=agriculture.vic.gov.au}} and the National Livestock Identification System.{{Cite web|author=Commonwealth Parliament|first=Canberra|title=Chapter 2 |website=Parliament of Australia |url=https://www.aph.gov.au/Parliamentary_Business/Committees/Senate/Rural_and_Regional_Affairs_and_Transport/NationalHorseRegister46/Report/section?id=committees/reportsen/024292/27428|access-date=2020-10-30}}

The NVDs system outlines requirements Australian livestock providers are required to adhere to. It prompts producers to establish a property biosecurity plan for every Property Identification Code (PIC){{Efn|A PIC is an eight digit code provided to all vendors under the NVD system. This code allows government authorities to track the quantity of livestock inhibiting the vendor's property and grants access to information including the vendor details, the property name and address.}} under their name.{{Cite web|date=2017-10-03|title=Farm biosecurity plan takes top priority|website=Dungog Chronicle |url=https://www.dungogchronicle.com.au/story/4960065/farm-biosecurity-plan-takes-top-priority/ |access-date=2020-10-29}}{{Cite web|title=Apply for a property identification code – Website – Local Land Services |url=https://www.lls.nsw.gov.au/i-want-to/apply-for-a-property-identification-code|access-date=2020-11-17|website=www.lls.nsw.gov.au}} Providers must have completed an NVD declaration to legally transfer livestock across properties or to move livestock after a commercial sale.{{Cite web|author=Department of Industry|first=Innovation and Science|date=2017-09-13 |title=ABLIS|url=https://ablis.business.gov.au/|access-date=2020-10-29 |website=Australian Business Licence and Information Service}}{{Cite web|title=Property Identification Codes FAQs – Website – Local Land Services|url=https://www.lls.nsw.gov.au/i-want-to/apply-for-a-property-identification-code/property-identification-codes-faqs|access-date=2020-11-17|website=www.lls.nsw.gov.au}} In 2020, ISC released an online declaration system which allowed for the lodgement of NVDs and other declarations required under MSA and animal health regulations.{{Cite web|date=2020-04-01|title=New eNVD system for Australian livestock producers|website=Sheep Central|url=https://www.sheepcentral.com/new-envd-system-for-australian-livestock-producers/|access-date=2020-10-30}}{{Cite web|date=2019-11-29|title=New online one stop solution for red meat integrity systems|url=http://www.farmonline.com.au/story/6517725/new-online-one-stop-solution-for-red-meat-integrity-systems/|access-date=2020-10-30 |website=Farm Online}} This initiative allows vendors to access and complete their declarations electronically, and aims to provide suppliers with a quick and efficient alternative to making paper declarations.{{Cite web|title=Our Partners|url=https://sheepproducers.com.au/about-us/our-partners/|access-date=2020-10-30|website=Sheep Producers Australia|archive-date=6 March 2022|archive-url=https://web.archive.org/web/20220306075830/https://sheepproducers.com.au/about-us/our-partners/|url-status=dead}}

ISC also administers the NLIS, which provides background information on all Australian livestock.{{Cite web|date=2017|title=National Livestock Identification System|url=https://www.dpi.nsw.gov.au/animals-and-livestock/nlis |access-date=2020-10-29|website=NSW Department of Primary Industries}}{{Cite web|publisher=Department of Jobs, Precincts and Regions|title=NLIS database overview|url=https://agriculture.vic.gov.au/livestock-and-animals/national-livestock-identification-system/nlis-database-overview|access-date=2020-11-01|website=agriculture.vic.gov.au|archive-date=24 March 2022|archive-url=https://web.archive.org/web/20220324094414/https://agriculture.vic.gov.au/livestock-and-animals/national-livestock-identification-system/nlis-database-overview|url-status=dead}} This system has established a national database which provides information on the residency of livestock and the other animals it has come in contact with.{{Cite web|date=17 July 2008|title=NLIS Devices for Agistment Cattle |url=http://www.nt.gov.au/d/Primary_Industry/Content/File/biosecurity/NLIS/h_NLISdevicesAgistmentCattle.pdf|access-date=2020-11-01|website=Northern Territory Government|archive-date=15 September 2008|archive-url=https://web.archive.org/web/20080915044550/http://www.nt.gov.au/d/Primary_Industry/Content/File/biosecurity/NLIS/h_NLISdevicesAgistmentCattle.pdf}} Where a vendor holds livestock that could potentially be a threat to buyers and their interests, ISC can assign one of the nine NLIS Early Warning statuses to the seller's PIC.{{Cite web|title=Early warning statuses – from lead to cotton trash – Website – Local Land Services |url=https://www.lls.nsw.gov.au/regions/central-west/articles-and-publications/animal-health-and-disease/early-warning-statuses-from-lead-to-cotton-trash|access-date=2020-11-01 |website=www.lls.nsw.gov.au}}{{cite web |publisher=Department of Agriculture, Water and the Environment |date=2020-01-22 |title=Meat Notice 2020–02 – Sourcing of animals from PICs with "Cotton Trash (CTP)" or "Cotton Trash Warning (CTW)" status |url=https://www.agriculture.gov.au/export/controlled-goods/meat/elmer-3/notices/2020/mn20-02}} These statuses must indicate the reason for the assignment of such a status, which is generally concerns surrounding the possibility of the livestock being exposed to a disease that could make it unsafe for human consumption.{{Cite web|title=Industry News|website=www.alpa.net.au |url=http://www.alpa.net.au/default.aspx?PageName=Industry-News|access-date=2020-11-01}}{{fcn|date=June 2022|reason=Which article?}}{{Cite web|date=2019-12-22|title=Risk management for livestock producers|website=Country News|url=https://www.countrynews.com.au/livestock/2019/12/22/957167?slug=risk-management-for-livestock-producers|access-date=2020-11-01|archive-date=24 May 2022|archive-url=https://web.archive.org/web/20220524061535/https://www.countrynews.com.au/livestock/2019/12/22/957167?slug=risk-management-for-livestock-producers|url-status=dead}} Notification of this status is then available to buyers with an NLIS account, which grants users access to the NLIS database.{{Cite news|date=13 February 2020|title=Strong start for red meat exports, but set to tighten |publisher=Meat & Livestock Australia Limited |url=https://www.mla.com.au/prices-markets/market-news/2020/steady-start-for-red-meat-exports-but-set-to-tighten/ |access-date=2022-06-11}}{{Cite web|publisher=Department of Jobs, Precincts and Regions|title=NLIS cattle tags |url=https://agriculture.vic.gov.au/livestock-and-animals/national-livestock-identification-system/nlis-cattle/nlis-cattle-tags|access-date=2020-11-18|website=agriculture.vic.gov.au}} This system commenced in January 2020 and aims to support meat and livestock consumers by improving transparency in the domestic livestock market.

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MLA Donor Company Limited (MDC) is limited by guarantee and is wholly owned by M&LA Ltd.{{Cite web|title=Search Results – Organisations and Business Names|website=Australian Securities and Investments Commission |url=https://connectonline.asic.gov.au/RegistrySearch/faces/landing/panelSearch.jspx?searchText=083304867&searchType=OrgAndBusNm&_adf.ctrl-state=45xvcttb2_4|access-date=2020-10-30}} Established in 1998, MDC is funded by the Australian Federal Government and voluntary contributions by M&LA partners, including Australian universities and breeding companies.{{Cite web |date=2020-04-23|title=MLA delivering value for money, says performance review|website=Farm Online |url=http://www.farmonline.com.au/story/6732674/mla-delivering-value-for-money-says-performance-review/ |access-date=2020-10-30}}{{Cite web|last=Baldassarre|first=Gina|date=15 February 2018 |title=Rocket Seeder program partners with MLA Donor Company to explore innovation in red meat |url=https://www.startupdaily.net/2018/02/rocket-seeder-program-partners-mla-donor-company-explore-innovation-red-meat/ |access-date=2020-11-01|website=Startup Daily}} Under the Australian Meat and Livestock Industry Act 1997, MDC was declared to be an "approved donor body" in 1998.{{Cite web |title=Australian Meat and Live-stock Industry Act 1997 – Declaration of Approved Donor (21/08/1998) |url=http://www.legislation.gov.au/Details/F2006B11747/Html/Text|access-date=2020-11-01|website=www.legislation.gov.au}} This declaration made MDC eligible to receive funding by the Commonwealth Government; the voluntary funds contributed to MDC for research and development is matched by the federal government.{{Cite web|title=Funding and Grants Information|url=http://www.abdi.com.au/funding-and-grants|access-date=2020-11-01|website=ABDI|archive-date=14 April 2021|archive-url=https://web.archive.org/web/20210414041651/https://www.abdi.com.au/funding-and-grants|url-status=dead}} In 2016, the MDC received A$44 Million from the government in research and development grants.Australian Parliament House, Rural and Regional Affairs and Transport Legislation Committee. (October, 2016). Answers to Questions on Notice: Supplementary Budget Estimates October 2016. Agriculture and Water Resources. Accessed 2020-10-30.{{Cite web|title=Australian Meat and Live-stock Industry Act 1997 – Explanatory Statement |url=http://www.legislation.gov.au/Details/F2006B11747/Explanatory%20Statement/Text |access-date=2020-10-30 |website=www.legislation.gov.au}} The Federal government is projected to grant A$94.628 million in 2020–21 to MDC for meat research purposes.Department of Industry, Science, Energy and Resources. (2017). 2017–18 Science, Research and Innovation Budget Tables. Accessed on 30 October 2020. MDC aims to encourage independent research and innovation in Australian red meat markets by providing financial assistance for independent companies and institutions conducting their own research.{{Cite web|title=Dedicated value chains for the sheep industry: Page 5 of 5 |url=https://www.agric.wa.gov.au/meat-quality/dedicated-value-chains-sheep-industry?page=0,4|access-date=2020-10-30|website=Department of Agriculture and Food (Western Australia)}}{{Cite report|last1=Burey|first1=P.|last2=Woodhead|first2=A.|last3=Kille|first3=T.|last4=Zhang|first4=S.|last5=Miller|first5=K.|last6=Babagolzadeh|first6=M.|last7=Pfingst|first7=Jason|last8=Dunrobin|first8=Kelvin|last9=Gorringe|first9=Max|last10=Malone|first10=Johnathon|last11=Perkins|first11=Ian|date=November 2019|title=Feasibility study for developing an Indigenous branded range of beef products and services (Producer Innovation Fast-track)|url=https://www.mla.com.au/research-and-development/search-rd-reports/final-report-details/Feasibility-study-for-developing-an-Indigenous-branded-range-of-beef-products-and-services-Producer-Innovation-Fast-track/4345|location=North Sydney, Australia|access-date=30 October 2020|archive-date=7 November 2020|archive-url=https://web.archive.org/web/20201107044856/https://www.mla.com.au/research-and-development/search-rd-reports/final-report-details/Feasibility-study-for-developing-an-Indigenous-branded-range-of-beef-products-and-services-Producer-Innovation-Fast-track/4345|url-status=dead}}{{Cite web|title=$17.5 million investment in MLA Donor Company|url=https://seedstockcentral.com.au/2017/02/17/17-5-million-investment-in-mla-donor-company/|access-date=2020-10-30 |website=Seedstock Central}} Launched in 2020, the BeefLinks partnership[https://www.countryman.com.au/countryman/news/uwa-mla-beeflinks-partnership-to-deliver-range-of-projects-across-wa-ng-b881631227z BeefLinks partnership] between the University of Western Australia and MDC conducts research on the red meat supply chain in Western Australia.{{Cite web|date=2020-08-24|title=MLA is looking for sheep meat and grass-fed beef research ideas |url=https://www.sheepcentral.com/mla-is-looking-for-sheep-meat-and-grass-fed-beef-research-ideas/|access-date=2020-10-30|website=Sheep Central}} The partnership also strives to develop innovative technologies to assist various participants in the red meat industry, including producers and vendors.{{Cite web|date=4 November 2019|title=Approved projects – Round 3: Rural R&D for Profit summary of approved projects|website=Department of Agriculture, Water and the Environment |url=https://www.agriculture.gov.au/ag-farm-food/innovation/rural-research-development-for-profit/approved-projects-round3|access-date=2020-10-30}}{{Cite web |title=BeefLinks partnership to boost red meat industry|url=https://www.news.uwa.edu.au/2020080512219/agriculture-industry/beeflinks-partnership-boost-red-meat-industry|access-date=2020-10-30|website=News from the University of Western Australia}}

File:Farmer and the Livestock (6139558944).jpg

M&LA aims to inform and advise producers, consumers and the Australian federal government on market conditions.{{Cite web|last=admin|title=Meat and Livestock Australia|website=Landcare Australia|url=https://landcareaustralia.org.au/our-partners/corporate-partners/meat-and-livestock-australia/|access-date=2020-10-30|archive-date=27 March 2022|archive-url=https://web.archive.org/web/20220327151447/https://landcareaustralia.org.au/our-partners/corporate-partners/meat-and-livestock-australia|url-status=dead}}{{Cite web|last=Government|first=Northern Territory|date=2019-09-06|title=Meat and Livestock Australia release new 'fit to load' guide|url=https://dpir.nt.gov.au/primary-industry/primary-industry-publications/newsletters/regional-newsletters/archived-newsletters/animal-health/animal-health-news-092019/meat-and-livestock-australia-release-new-fit-to-load-guide|access-date=2020-10-30 |website=dpir.nt.gov.au}} M&LA collaborates with the Australian Bureau of Statistics to gather data on red meat consumers, which informs the marketing initiatives and programs implemented by M&LA.{{Cite journal|last1=Keely|first1=Adrian|last2=Kidwell|first2=Roland|date=July 2004|title=A Passion for Beef: Michael Knight and the Australian Meat Industry |journal=Journal of Applied Management and Entrepreneurship|volume=9|pages=120–134}}{{Cite web|last=Sciences|first=corporatename=CSIRO Food and Nutritional|title=CSIRO Food and Nutritional Sciences |website=meatupdate.csiro.au |url=https://meatupdate.csiro.au/partners.htm|access-date=2020-10-30}}{{Efn|As a research and development body, M&LA provides data analysis and publications based on findings provided by the ABS.}} As a research body, M&LA releases indicators and supports standards which aim to simplify complex market functions and inform consumers in the meat and livestock markets.{{Cite web|date=2020-06-02|title=MLA's sheep and cattle market indicators back in action|url=https://www.sheepcentral.com/mlas-sheep-and-cattle-market-indicators-back-in-action/|access-date=2020-11-01|website=Sheep Central}}{{Cite news|date=17 September 2020 |title=Meat and Livestock Australia: Young cattle maintain premium status|work=News Bites – Private Companies}}{{Cite web|title=Tool 3.10 – MLA market information|url=http://www.makingmorefromsheep.com.au/market-focussed-lamb-and-sheepmeat-production/tool_3.10.htm|access-date=2020-11-01|website=www.makingmorefromsheep.com.au|archive-date=1 October 2020|archive-url=https://web.archive.org/web/20201001014947/http://makingmorefromsheep.com.au/market-focussed-lamb-and-sheepmeat-production/tool_3.10.htm|url-status=dead}} The market standards endorsed by M&LA indicate the minimum meat and livestock requirements producers should aim to meet in Australia. It also provides a standard for the quality of Australian red meat in domestic and international markets.{{Cite journal |last1=Zhang|first1=Yue|last2=Baker|first2=Derek |last3=Griffith|first3=Garry|date=2020-07-02|title=Product quality information in supply chains: a performance-linked conceptual framework applied to the Australian red meat industry |journal=The International Journal of Logistics Management|volume=31|issue=3|pages=697–723|doi=10.1108/IJLM-06-2019-0157 |s2cid=225544175|issn=0957-4093}}{{Cite journal|last1=Polkinghorne|first1=R.J.|last2=Thompson |title=Meat standards and grading|journal=Meat Science|year=2010|volume=86|issue=1|pages=227–235 |doi=10.1016/j.meatsci.2010.05.010|pmid=20541325}}{{Cite journal|last1=Polkinghorne|first1=R. |last2=Philpott|first2=J. |last3=Gee|first3=A.|last4=Doljanin|first4=A.|last5=Innes|first5=J.|date=2008-11-06|title=Development of a commercial system to apply the Meat Standards Australia grading model to optimise the return on eating quality in a beef supply chain|journal=Australian Journal of Experimental Agriculture |volume=48|issue=11|pages=1451–1458|issn=1446-5574|doi=10.1071/EA05181|doi-access=free}}

The Eastern Young Cattle Indicator (EYCI) is a market indicator produced by M&LA.{{Cite web|title=Cattle Archives|url=https://stockco.com.au/category/cattle/|access-date=2020-10-29|website=StockCo Australia}} It provides a weekly moving average of the number of young cattle sold across the Eastern states of Australia; Queensland, New South Wales and Victoria.{{Cite web|date=2020-08-20|title=EYCI hits another record, on the back of surge in young cattle demand|url=https://www.beefcentral.com/markets/eyci-hits-another-record-on-the-back-of-surge-in-young-cattle-demand/|access-date=2020-10-29|website=Beef Central}}{{cite report |publisher=Australian Competition and Consumer Commission |date=March 2017 |url=https://www.accc.gov.au/system/files/ACCC%20Cattle%20and%20beef%20market%20studyFinal%20report.pdf |title=Cattle and beef market study—Final report}} The price and weight of the carcasses sold are employed to calculate the EYCI, which is exhibited in cents per kilogram. M&LA releases this indicator in conjunction with data analysis regarding its movement and market conditions, which is also conducted by M&LA.{{Cite web|date=2020-10-22 |title=Another record for the EYCI, and a rush back to the yards.|url=https://mecardo.com.au/another-record-for-the-eyci-and-a-rush-back-to-the-yards/|access-date=2020-11-18|website=Mecardo}} The EYCI aims to inform market commentary in the Australian meat market and provides producers with an indication of current market prices.{{Cite web|date=2020-10-23|title=It's official: EYCI sweeps into the 800's|website=Beef Central|url=https://www.beefcentral.com/markets/its-official-eyci-sweeps-into-the-800s/|access-date=2020-11-18}}{{Cite journal |date=2006|title=How Rain impacts EYCI|journal=Australian Farm Journal |volume=16|pages=38–39 |url=https://books.google.com/books?id=4JBLAAAAYAAJ&q=MLA+EYCI|via=Google Scholar}}{{Cite journal |date=2003|title=Business Review Weekly |journal=Business Review Weekly|volume=25|pages=43–46|publisher= University of California|url=https://books.google.com/books?id=xsq2AAAAIAAJ&q=MLA%20EYCI|via=Google Scholar}}{{Cite web|author=Supplied by Porter Novelli|date=2020-03-06|title=EYCI Mar 2020|website=ABC Rural |url=https://www.abc.net.au/news/rural/2020-03-06/eyci-mar-2020/12033294|access-date=2020-11-18}}

File:Meat in Marketplace.jpg

The Meat Standards Australia (MSA) grading system is a voluntary program promoted by M&LA.{{Cite journal|last1=Bonny|first1=Sarah P. F.|last2=O'Reilly|first2=Rachel A.|last3=Pethick|first3=David W. |last4=Gardner|first4=Graham E.|last5=Hocquette|first5=Jean-François|last6=Pannier|first6=Liselotte |date=2018-07-01|title=Update of Meat Standards Australia and the cuts based grading scheme for beef and sheepmeat|journal=Journal of Integrative Agriculture |volume=17|issue=7|pages=1641–1654|doi=10.1016/S2095-3119(18)61924-0|issn=2095-3119|doi-access=free|bibcode=2018JIAgr..17.1641B }} The system provides consumers with simplified information on the eating quality of Australian red meat and aims to improve consumer confidence in markets.{{Cite web|title=Meat Standards Australia |website=Australian Butchers Guild |url=https://www.australianbutchersguild.com.au/meat-standards-australia/|access-date=2020-11-01}}{{Cite conference|last1=Rodgers|first1=Heidi|last2=Griffith|first2=Garry R.|last3=Fleming|first3=Euan M. |last4=Villano|first4=Renato A.|last5=Rodgers|first5=Heidi |last6=Griffith|first6=Garry R.|last7=Fleming |first7=Euan M.|last8=Villano |first8=Renato A.|date=2007|title=Market Differentials for Meat Quality Improvement: Meat Standards Australia|doi=10.22004/AG.ECON.10423 |conference=AARES 51st ANNUAL CONFERENCE; 13 – 16 February 2007; Rydges Lakeland Resort, Queenstown, New Zealand |publisher=Australian Agricultural and Resource Economics Society |via=AgEcon search}} These standards provide an indication of beef quality to cattle markets, which subsequently influence prices.{{Cite journal|last1=Morales |first1=Luis Emilio|last2=Hoang|first2=Nam |last3=Stuen |first3=Eric|date=October 2017|title=Spatial price premium transmission for Meat Standards Australia-graded cattle: the vulnerability of price premiums to outside shocks|journal=Australian Journal of Agricultural and Resource Economics|volume=61|issue=4 |pages=590–609|doi=10.1111/1467-8489.12221|doi-access=free}}{{Cite journal|last1=Griffith |first1=Garry R.|last2=Thompson|first2=John M.|last3=Griffith|first3=Garry R.|last4=Thompson |first4=John M.|date=2012|title=The aggregate economic benefits to the Australian beef industry from the adoption of meat standards Australia: updated to 2010/11|journal=Australasian Agribusiness Review |volume=20 |url=https://ageconsearch.umn.edu/record/125838 |doi=10.22004/AG.ECON.125838}} MSA relies on data from red meat consumers and examines numerous processing systems, ageing periods and management processes to provide an indication of the meat's eating quality.{{Cite journal|last1=Farmer |first1=L. J.|last2=Devlin|first2=D. J. |last3=Gault|first3=N. F. S.|last4=Gordon|first4=A. W.|last5=Moss |first5=B. W.|last6=Polkinghorne|first6=R. J.|last7=Thompson|first7=J. M.|last8=Tolland|first8=E. L. C. |last9=Tollerton|first9=I. J.|last10=Watson|first10=R. |date=April 2010|title=Adaptation of Meat Standards Australia Quality System for Northern Irish Beef |journal=Advances in Animal Biosciences|volume=1|issue=1 |pages=127|issn=2040-4719|doi=10.1017/S2040470010002700|doi-access=free}}{{Cite web|date=2013-04-16|title=More meat could qualify for MSA|website=www.abc.net.au |url=https://www.abc.net.au/news/rural/2013-04-16/msa-transport-trial/4632506|access-date=2020-11-01}}{{Cite journal |last1=Watson|first1=R. |last2=Gee|first2=A.|last3=Polkinghorne|first3=R. |last4=Porter|first4=M.|date=2008 |title=Consumer assessment of eating quality – development of protocols for Meat Standards Australia (MSA) testing |url=http://www.publish.csiro.au/?paper=EA07176|journal=Australian Journal of Experimental Agriculture |volume=48|issue=11|pages=1360|doi=10.1071/EA07176 |issn=0816-1089|doi-access=free}} These include:

• The employment of hormonal growth promotants[http://www.publish.csiro.au/an/ea07131 hormonal growth promotants] (HGPs), which increases the weight gain of cattle. The MSA considers the presence of naturally occurring steroids and artificial promotants.{{Cite web|title=Hormonal growth promotants in beef|url=https://www.foodstandards.gov.au/consumer/generalissues/hormonalgrowth/Pages/default.aspx|access-date=2020-10-29 |website=www.foodstandards.gov.au}}
• Following slaughter, meat is assigned a carcass grade which outlines the carcass’ lean and fat content. This assessment is completed before hanging and influences the MSA grade given to the meat.{{Cite journal |last1=Hunter|first1=R.A.|last2=Burrow|first2=H.M.|last3=McCrabb|first3=G.J.|date=2001 |title=Sustained growth promotion, carcass and meat quality of steers slaughtered at three liveweights |journal=Australian Journal of Experimental Agriculture|publisher=CSIRO Publishing|volume=41|issue=7 |page=1033|doi=10.1071/EA00016|doi-access=free}}{{Cite journal|last1=Shorthose|first1=W.R.|last2=Harris |first2=P.V.|date=January 1990|title=Effect of Animal Age on the Tenderness of Selected Beef Muscles |journal=Journal of Food Science|volume=55|issue=1|pages=1–8|doi=10.1111/j.1365-2621.1990.tb06004.x |issn=0022-1147}}
• The hanging method utilised impacts the tenderness and subsequent eating quality of meat.
• Meat marbling refers to the intramuscular fat of the meat which creates a marble-like appearance.

All these facets are incorporated to give the red meat a grade under the MSA system.{{Cite journal |last1=Watson|first1=R.|last2=Polkinghorne|first2=R.|last3=Thompson|first3=J.M.|date=2008 |title=Development of the Meat Standards Australia (MSA) prediction model for beef palatability |journal=Australian Journal of Experimental Agriculture|volume=48 |issue=11|pages=1368–1379 |url=https://www.publish.csiro.au/an/pdf/EA07184 |doi=10.1071/EA07184|doi-access=free}} The MSA adheres to international standards and its implementation in Australia is overseen by M&LA. The system has been trialled in numerous other countries and has been shown to have varying degrees of effectiveness in European countries.{{Cite journal|last1=Legrand|first1=I. |last2=Hocquette |first2=J.-F.|last3=Polkinghorne|first3=R.J.|last4=Pethick|first4=D.W.|date=March 2013 |title=Prediction of beef eating quality in France using the Meat Standards Australia system|journal=Animal |volume=7|issue=3 |pages=524–529|doi=10.1017/S1751731112001553|pmid=23031268|issn=1751-7311|doi-access=free|bibcode=2013Anim....7..524L }}

The production of meat and livestock is a significant contributor to climate change.{{Cite journal|last1=Charmley|first1=E.|last2=Stephens|first2=M. L.|last3=Kennedy|first3=P. M.|date=2008|title=Predicting livestock productivity and methane emissions in northern Australia: development of a bio-economic modelling approach|url=http://www.publish.csiro.au/?paper=EA07264|journal=Australian Journal of Experimental Agriculture|volume=48|issue=2 |pages=109|doi=10.1071/EA07264|issn=0816-1089|url-access=subscription}}{{Cite journal|last1=Howden|first1=S. M.|last2=Reyenga|first2=P. J.|date=1999|title=Methane emissions from Australian livestock: implications of the Kyoto Protocol |url=https://www.publish.csiro.au/ar/ar99002|journal=Australian Journal of Agricultural Research|volume=50|issue=8|pages=1285–1292|doi=10.1071/ar99002|issn=1444-9838|url-access=subscription}}{{Cite journal|last1=Alford|first1=A. R.|last2=Hegarty|first2=R. S.|last3=Parnell|first3=P. F.|last4=Cacho|first4=O. J.|last5=Herd|first5=R. M.|last6=Griffith|first6=G. R.|date=2006|title=The impact of breeding to reduce residual feed intake on enteric methane emissions from the Australian beef industry|url=http://www.publish.csiro.au/?paper=EA05300|journal=Australian Journal of Experimental Agriculture|volume=46|issue=7|pages=813|doi=10.1071/EA05300|issn=0816-1089|url-access=subscription}}{{Cite journal|last1=Jones|first1=F.M.|last2=Phillips|first2=F.A.|last3=Naylor|first3=T.|last4=Mercer|first4=N.B.|title=Methane emissions from grazing Angus beef cows selected for divergent residual feed intake |url=https://linkinghub.elsevier.com/retrieve/pii/S0377840111001398|journal=Animal Feed Science and Technology|year=2011|volume=166–167|pages=302–307|doi=10.1016/j.anifeedsci.2011.04.020|url-access=subscription}} In Australia, these industries are collectively the third-largest emitter of greenhouse gases and are responsible for 56% of all methane emissions.{{Cite book|title=Impact of meat consumption on health and environmental sustainability |last1=Raphaely|first1=Talia|last2=Marinova |first2=Dora|date=19 October 2015|isbn=978-1-4666-9554-2 |location=Hershey, PA|oclc=929538612}}{{Cite journal|last=Djekic|first=Ilija|date=2015-01-01 |title=Environmental Impact of Meat Industry – Current Status and Future Perspectives|journal=Procedia Food Science|series=The 58th International Meat Industry Conference (MeatCon2015)|volume=5|pages=61–64 |doi=10.1016/j.profoo.2015.09.025|issn=2211-601X|doi-access=free}} M&LA has funded and participated in projects which aim to address the environmental impact of livestock production.{{cite report |publisher=National Farmers' Federation |date=2018 |title=Talking 2030: Growing agriculture into a $100 billion industry |url=https://nff.org.au/wp-content/uploads/2020/02/Talking-2030.pdf}}{{Citation|author=CSIRO |title=National Livestock Methane Program Project B.CCH.6610 / 01200.038|date=2015 |publisher=CSIRO. Data Collection|doi=10.25919/5c36d82fac61c|via=CSIRO Data Access Portal}}

File:Vog from Sulfur dioxide emissions.jpg

This program was a research and development initiative conducted by M&LA, CSRIO and the Australian Department of Agriculture, Water and the Environment.{{cite report |publisher=ACIL Allen Consulting|date=11 March 2019 |title=Supporting Agriculture to Adapt to Climate Change. Stream 1: Understanding Climate Change and Current Approaches |url=https://www.agriculture.gov.au/sites/default/files/sitecollectiondocuments/ag-food/drought/stream-1-report.pdf}}{{cite report |publisher=NSW Department of Primary Industries |date=November 2015 |title=Genetic technologies to reduce methane emissions from Australian beef cattle |isbn=978-1-74256-860-7 |url=http://www.dpi.nsw.gov.au/__data/assets/pdf_file/0006/584178/genetic-technologies-to-reduce-methane-emissions-from-australian-beef-cattle.pdf}} Commencing in 2012, the four-year program aimed to create environmentally conscious business plans for Australian livestock producers, which allow for the reduction of methane emissions produced by cattle and improve profit margins.{{cite report |publisher=NSW Department of Primary Industries |isbn=978-1-74256-668-9 |url=https://www.dpi.nsw.gov.au/__data/assets/pdf_file/0011/532694/ag-resources-climate-enteric-methane.pdf |date=October 2014|title=Enteric methane research: A summary of current knowledge and research|archive-url= https://web.archive.org/web/20170622100320/https://www.dpi.nsw.gov.au/__data/assets/pdf_file/0011/532694/ag-resources-climate-enteric-methane.pdf |archive-date=2017-06-22 |url-status=dead}}{{Cite journal|last=Davison|first=T. M.|date=2016-10-01|title=0688 Outcomes and future directions from the National Livestock Methane Program in Australia|journal=Journal of Animal Science|volume=94 |issue=suppl 5|pages=329|doi=10.2527/jam2016-0688|issn=0021-8812}} Between 2012 and 2015, M&LA provided A$1,350,000 under the National Livestock Methane Program (NLMP). This funding was directed towards research into new technologies and management strategies to reduce methane emissions in livestock production.{{Cite web|title=Australia|url=http://www.asggn.org/australia-1.html|access-date=2020-11-05 |website=www.asggn.org}}{{Cite web|title=How farmers are adapting to climate change in Australia |url=http://www.nswfarmers.org.au/NSWFA/Posts/The_Farmer/Environment/How_farmers_are_adapting_to_climate_change_in_Australia.aspx |access-date=2020-11-10|website=www.nswfarmers.org.au}} The implementation of production and management techniques encouraged under NLMP was found to assist in the reduction of beef cattle methane emissions by 24% nationally in 2015.{{Cite press release |publisher=CSIRO|title=Cattle methane emission downsized by 24 per cent|website=www.csiro.au |url=https://www.csiro.au/en/News/News-releases/2015/Cattle-methane-emission-downsized|access-date=2020-11-05}}{{Cite journal|last1=Charmley|first1=E.|last2=Williams|first2=S. R. O.|last3=Moate|first3=P. J.|last4=Hegarty|first4=R. S.|last5=Herd|first5=R. M.|last6=Oddy|first6=V. H.|last7=Reyenga|first7=P. |last8=Staunton|first8=K. M.|last9=Anderson|first9=A.|last10=Hannah|first10=M. C.|date=2016-02-09 |title=A universal equation to predict methane production of forage-fed cattle in Australia|journal=Animal Production Science|volume=56|issue=3|pages=169–180|doi=10.1071/AN15365|issn=1836-5787|doi-access=free}}{{Cite web |title=Project 3.4.1|url=https://www.awri.com.au/research_and_development/rde-plan/projects/project-3-4-1/|access-date=2020-11-05|website=The Australian Wine Research Institute}}

File:Red algae and bladder wrack in Govik - cropped.jpg

M&LA led the 2017 "CN30" goal of the meat and livestock industries, which aims to make both industries carbon-neutral by 2030.{{Cite web|date=2019-06-07|title=Eating red meat and saving the environment are achievable goals with carbon neutrality|website=www.abc.net.au |url=https://www.abc.net.au/news/rural/2019-06-08/carbon-neutral-livestock-achievable-by-2030-says-mla/11046592|access-date=2020-11-05}}{{Cite web|title=Managing climate change risk |url=https://www.sustainableaustralianbeef.com.au/managing-climate-change-risk|access-date=2020-11-05 |website=Australian Beef Sustainability Framework}}{{Cite web|title=Australian Intercollegiate Meat Judging Association (ICMJ) {{!}} Path to carbon neutral red meat on menu at ICMJ webinar |url=https://icmj.com.au/2020/09/23/path-to-carbon-neutral-red-meat-on-menu-at-icmj-webinar/|access-date=2020-11-05}} M&LA aims to support this goal by funding research into carbon storage systems and formulating environmental management strategies which can be implemented by livestock producers.{{Cite journal|last1=Mayberry |first1=Dianne|last2=Bartlett|first2=Harriet|last3=Moss |first3=Jonathan|last4=Davison|first4=Thomas|last5=Herrero|first5=Mario|date=2019-10-01|title=Pathways to carbon-neutrality for the Australian red meat sector |journal=Agricultural Systems|volume=175|pages=13–21 |url=http://www.sciencedirect.com/science/article/pii/S0308521X19301258|doi=10.1016/j.agsy.2019.05.009 |bibcode=2019AgSys.175...13M |s2cid=181568286|issn=0308-521X|url-access=subscription}}{{Cite web |last=Phelps|first=Mark|date=2020-03-02|title=CN30: The red meat industry's big, bold promise|website=Queensland Country Life |url=http://www.queenslandcountrylife.com.au/story/6655218/cn30-the-red-meat-industrys-big-bold-promise/ |access-date=2020-11-05}} The "CN30" goal requires that there are no net emissions made in the production and processing of meat, which has been scrutinised for being too ambitious due to the magnitude of emissions the industries are responsible for.{{Cite book|last=Zhou|first=Shelley W. W.|title=Carbon management for a sustainable environment|date=3 March 2020|isbn=978-3-030-35062-8|oclc=1144898014 |location=Cham, Switzerland}} Detailed and consistent policy, alongside strong incentives for producers, is considered vital on behalf of M&LA to achieve carbon neutrality within this restricted time period.{{Cite journal|last1=Fleming |first1=Aysha|last2=Stitzlein|first2=Cara|last3=Jakku|first3=Emma|last4=Fielke|first4=Simon|title=Missed opportunity? Framing actions around co-benefits for carbon mitigation in Australian agriculture |journal=Land Use Policy|year=2019|volume=85|pages=230–238|doi=10.1016/j.landusepol.2019.03.050|doi-access=free|bibcode=2019LUPol..85..230F }}{{Cite news|last=Opray|first=Max|date=2020-09-16|title=How Australia's meat industry could be part of the climate solution|work=The Guardian|url=https://www.theguardian.com/australia-news/2020/sep/17/how-australias-meat-industry-could-be-part-of-the-climate-solution|access-date=2020-11-19 |issn=0261-3077}}

Under this initiative, M&LA has researched the use of numerous macroalgae species in feed for beef cattle.{{Cite book|last=Kellaway|first=Roy|title=Feeding concentrates supplements for dairy cows |date=2004|publisher=Landlinks Press|others=Harrington, Tim., Recorded Books, Inc.|isbn=978-0-643-09892-3|oclc=1176303314}} The findings from the study orchestrated in conjunction with CSIRO and James Cook University promoted the inclusion of Asparagopsis, which is a species of red algae, as a supplement in cattle feed.{{Cite journal|last1=Genovese|first1=Giuseppa|last2=Tedone |first2=Laura|last3=Hamann|first3=Mark|last4=Morabito |first4=Marina|date=2009-08-11|title=The Mediterranean Red Alga Asparagopsis: A Source of Compounds against Leishmania |journal=Marine Drugs |volume=7|issue=3|pages=361–366|doi=10.3390/md7030361|issn=1660-3397|pmid=19841720 |pmc=2763106|doi-access=free}}{{Cite web|date=2020-03-08|title=Aussie seaweed stops cows farting, cancels carbon footprint|url=https://www.afr.com/companies/agriculture/aussie-seaweed-stops-cows-farting-cancels-carbon-footprint-20200301-p545p6|access-date=2020-11-18|website=Australian Financial Review}} Asparagopsis was found to be the most effective red algae in the study at reducing the methane emitted by cattle, reducing emissions by 80% when Asparagopsis accounted for 3% of the cattle's feed.{{cite report|author=((NSW Chief Scientist & Engineer))|year=2020|title=Opportunities for prosperity in a decarbonised and resilient NSW |url=https://www.chiefscientist.nsw.gov.au/__data/assets/pdf_file/0004/321466/Final-Report-Decarbonisation-Innovation-Study.pdf}}{{Cite journal|last1=Burreson|first1=B. Jay|last2=Moore |first2=Richard E.|last3=Roller |first3=Peter P.|title=Volatile halogen compounds in the alga Asparagopsis taxiformis (Rhodophyta)|journal=Journal of Agricultural and Food Chemistry|year=1976|volume=24|issue=4 |pages=856–861|doi=10.1021/jf60206a040|bibcode=1976JAFC...24..856B |issn=0021-8561}}{{Cite journal|year=2020|last1=Kinley |first1=Robert D.|last2=Martinez-Fernandez|first2=Gonzalo|last3=Matthews|first3=Melissa K.|last4=de Nys |first4=Rocky|last5=Magnusson|first5=Marie|last6=Tomkins|first6=Nigel W. |title=Mitigating the carbon footprint and improving productivity of ruminant livestock agriculture using a red seaweed|journal=Journal of Cleaner Production|volume=259|pages=120836|doi=10.1016/j.jclepro.2020.120836|doi-access=free|bibcode=2020JCPro.25920836K }}

File:Flock of sheep.jpg

As MDC receives funding from the Australian federal government, the performance of the M&LA corporate group is regularly monitored through mandated independent reviews. The Australian Federal government has imposed reviewing regulations which aim to improve the transparency of M&LA as an authority. These measures also strive to promote efficiency in the execution of its initiatives and programs.

In 2020, ACIL Allen Consulting released an independent review which analysed the functions and activities of M&LA.{{Cite web|title=Cattle Council of Australia|website=www.cattlecouncil.com.au |url=https://www.cattlecouncil.com.au/media_release/133|access-date=2020-11-01}} The review analysed the performance and efficiency of M&LA and the company's subsidiaries between 2016 and 2020. ACIL Allen Consulting administered this review as required by the statutory funding agreement between M&LA and the Australian government.{{Cite web|title=Chapter 5: Red Meat Memorandum of Understanding |website=Australian Parliament |url=https://www.aph.gov.au/Parliamentary_Business/Committees/Senate/Rural_and_Regional_Affairs_and_Transport/RedMeat45/~/media/Committees/rrat_ctte/RedMeat45/c05.pdf|access-date=2020-11-01}} Established in 2016, this agreement requires M&LA to adhere to these transparency requirements prescribed by the federal government in order to receive government funding.{{Cite web|date=28 March 2014|title=Inquiry into Industry Structures and Systems Governing Levies on Grass-fed Cattle: Senate Rural and Regional Affairs and Transport References Committee |url=https://www.cattlecouncil.com.au/assets/docs/Cattle%20Council%20Submission%20Final.pdf |website=Cattle Council}}{{Cite web|author=Commonwealth Parliament, Canberra|title=Chapter 2 |url=https://www.aph.gov.au/Parliamentary_Business/Committees/Senate/Rural_and_Regional_Affairs_and_Transport/Beef_levies/Report/c02|access-date=2020-11-01|website=www.aph.gov.au}}{{cite report |date=2017 |title=Rural and Regional Affairs and Transport References Committee: Effect of Market Consolidation on the Red Meat Processing Sector |url=https://apo.org.au/sites/default/files/resource-files/2017-09/apo-nid106686.pdf |publisher=Analysis and Policy Observatory}}{{Efn|The statutory agreement between M&LA and the Federal government allows the federal government to oversee M&LA performance and the efficiency of its functions. Under this agreement, M&LA is required to execute independent performance reviews and meet numerous requirements regarding cost allocation and evaluation frameworks. If M&LA fails to do so, the MDC no longer holds an 'approved donor' status and will not be eligible for matched research and development funding by the Commonwealth government. This agreement was renewed in 2020 and has been extended to apply until 2030.|name=|group=}}

File:Meat products at the Jumbo Foodmarkt, Groningen (2019).jpg

The independent review conducted by ACIL Allen Consulting inquired into the efficiency, operations and overall performance of M&LA as an institution in the Australian red meat industry over the past five years.{{Cite web |date=2020-06-17|title=Five years on, how did MLA's last Strategic Plan go?|url=https://www.beefcentral.com/news/five-years-on-how-did-mlas-last-strategic-plan-go/|access-date=2020-11-01|website=Beef Central}}{{cite report |publisher=Ernst & Young |date=9 June 2017 |title=Independent Review of the proposed installation of DEXA in AUS-MEAT registered processing facilities |url=https://www.ampc.com.au/uploads/pdf/independent-review/DEXA%20Independent%20Review%20Final%20Report%20-%209%20June%202017.pdf |url-status=dead |archive-date=2018-03-20 |archive-url=https://web.archive.org/web/20180320103408/https://www.ampc.com.au/uploads/pdf/independent-review/DEXA%20Independent%20Review%20Final%20Report%20-%209%20June%202017.pdf}}{{Cite web |title=ACIL Allen Consulting|url=https://www.sasic.sa.gov.au/industry-and-grants/capability-directory/acil-allen-consulting |access-date=2020-11-05|website=www.sasic.sa.gov.au |publisher=South Australian Space Industry Centre}}{{Efn|ACIL Allen Consulting is an independent Australian consulting firm, which specializes in providing economic evaluation and financial advice to public authorities and companies alike.}} The role and performance of the subsidiary companies within the M&LA group were also reviewed. The review outlined some functions and practices exercised by M&LA which require improvement and proposed recommendations to enhance the performance of the authority.{{Cite web|date=2020-04-23 |title=MLA receives positive feedback from independent performance review|website=Beef Central |url=https://www.beefcentral.com/news/mla-receives-positive-feedback-from-independent-performance-review/ |access-date=2020-11-01}}{{Cite web|title=Cattle Council of Australia |website=www.cattlecouncil.com.au |url=https://www.cattlecouncil.com.au/media_release/133|access-date=2020-11-10}} ACIL Allen Consulting concluded that M&LA was a large and complex authority, with numerous roles at all stages in the meat and livestock supply chains.{{Cite news|date=13 May 2020|title=MLA well placed to lead industry|work=Bowen Independent|publisher=News Corp Australia|location=Bowen, Queensland}} The report indicates that M&LA has improved correspondence with shareholders and provided enhanced assistance to the Federal Government in the negotiation of trade agreements within the review period.{{Cite web|title=Beef to Taiwan |url=https://www.austrade.gov.au/australian/export/export-markets/countries/taiwan/industries/Beef |access-date=2020-11-20|website=Australian Trade Commission}}{{Cite book|year=2016 |last1=Edwards|first1=Brooke|last2=Waldron|first2=Scott|last3=Brown|first3=Colin|last4=Longworth |first4=John|url=https://www.australiachinarelations.org/sites/default/files/Australia-China%20Relations%20Institute_The%20Sino-Australian%20Cattle%20and%20Beef%20Relationship_Edwards,%20Waldron,%20Brown%20and%20Longworth_web%20version.pdf |title=THE SINO-AUSTRALIAN CATTLE AND BEEF RELATIONSHIP: Assessment and Prospects |publisher=The Australia-China Relations Institute (ACRI) |location=Ultimo, NSW, Australia}}{{pn|date=December 2020}} The failure of M&LA to engage in major research and development projects that would provide a greater return to the meat and livestock industries at large was also raised in the report.{{Cite journal|last=Bell|first=Alan W.|date=2020|title=Animal science Down Under: a history of research, development and extension in support of Australia's livestock industries |url=http://www.publish.csiro.au/?paper=AN19161|journal=Animal Production Science|volume=60|issue=2|pages=193|doi=10.1071/AN19161 |issn=1836-0939|doi-access=free}}{{Cite web|date=2014-07-02|title=MLA overhaul on the cards|url=https://www.weeklytimesnow.com.au/agribusiness/livestock/meat-and-livestock-australia-to-conduct-review-amid-concerns-about-transparency/news-story/84328ed9b7b450825aa941772fe3197c|access-date=2020-11-18 |website=www.weeklytimesnow.com.au}}{{Cite book|title=International farm animal, wildlife and food safety law|last1=Steier|first1=Gabriela|last2=Patel|first2=Kiran K.|date=9 January 2017 |isbn=978-3-319-18002-1 |location=Switzerland|oclc=974207981}}{{cite book |title=Parliamentary Debates, Senate Weekly Hansard |date=May 1977 |publisher=Australia. Parliament. Senate |volume=73 |url=https://books.google.com/books?id=fLQbAAAAIAAJ&q=meat%20and%20livestock%20australia%20criticism}} The corporate group was encouraged to become less financially conservative and fund projects that did carry more financial risk than small-scale initiatives, however has the potential to provide significant economic benefits for the industry. Five overarching recommendations are offered in the review,{{Efn|The recommendations proposed by ACIL Allen Consulting included self-assessment measures and encouraged stronger funding commitments in select projects M&LA is involved in. To improve the function of ISC and its execution of the NLIS, ACIL Allen advised M&LA to formulate a clear objective and ensure adequate funding for the subsidiary. M&LA was also encouraged to enforce a comprehensive self-assessment framework for its numerous projects and initiatives, to promote efficiency and transparency.}} regarding the function of the subsidiaries in the M&LA corporate group. These included establishing a long-term policy direction, ensuring adequate funding for ISC and improving the transparency of MDC.{{Cite news|last=Stuchbery |first=Madeleine|date=29 April 2020|title=MLA gets top pass mark|work=News Corp Australia|place=Melbourne, Victoria}}{{Cite web|title=Cattle and beef market study|url=https://www.accc.gov.au/system/files/1397_Cattle%2520and%2520beef%2520market%2520study_FA.PDF|archive-url=https://web.archive.org/web/20220725064125/https://www.accc.gov.au/system/files/1397_Cattle%20and%20beef%20market%20study_FA.PDF|url-status=dead|archive-date=25 July 2022|access-date=2020-11-01|website=www.accc.gov.au}}{{Cite news|last=Stuchbery|first=Madeleine|date=13 May 2020|title=MLA called to boost research and development|work=The Weekly Times|location=Melbourne, Victoria}} The findings of this report are projected to be considered by the Australian government in the 2020 renewal of the statutory funding agreement it holds with M&LA.{{Cite web|date=2020-04-23|title=MLA delivering value for money, says performance review|website=Farm Online |url=http://www.farmonline.com.au/story/6732674/mla-delivering-value-for-money-says-performance-review/|access-date=2020-11-01}}{{Cite web|date=2020-03-13 |title=Cattle levy register may be in place later this year: MLA |website=Beef Central |url=https://www.beefcentral.com/news/cattle-levy-register-may-be-operating-later-this-year-mla/|access-date=2020-11-01}}

The marketing services offered by M&LA aim to increase awareness of the benefits of red meat and encourage more domestic consumption.{{Cite web|last=Samios|first=Zoe|date=2020-01-28|title=Meat and Livestock's Australia Day lamb ad delayed due to bushfires|url=https://www.smh.com.au/business/companies/meat-and-livestock-s-australia-day-lamb-ad-delayed-due-to-bushfires-20200128-p53vih.html|access-date=2020-11-18|website=The Sydney Morning Herald}} However, numerous marketing campaigns conducted by M&LA have also been condemned over claims of cultural insensitivity, and satirisation of veganism and vegetarianism.{{Cite web|title=Meat and Livestock Australia: We don't set out to be controversial|url=https://www.thedrum.com/news/2017/09/22/meat-and-livestock-australia-we-don-t-set-out-be-controversial|access-date=2020-11-18|website=The Drum}}{{Cite web|last=Burrowes|first=Tim|date=2017-01-11|title='Aren't we all boat people?' MLA drops most political ad yet – and avoids the phrase 'Australia Day'|url=https://mumbrella.com.au/mla-australia-day-ad-boat-people-lamb-monkeys-419175|access-date=2020-11-18|website=Mumbrella}} The 'You Never Lamb Alone' advertisement series is produced by M&LA as a part of its 'We Love Our Lamb' marketing campaign.{{Cite web|title=Australian Lamb 2019 Summer|website=YouTube|date=20 January 2019 |url=https://www.youtube.com/watch?v=ddiNDxoTTnM |archive-url=https://ghostarchive.org/varchive/youtube/20211220/ddiNDxoTTnM |archive-date=2021-12-20 |url-status=live|access-date=2020-11-19}}{{cbignore}} The initiative aims to promote lamb consumption by the Australian population in a comedic manner; however, this approach has attracted criticism in regards to the representation of Australia's cultural identity.{{Cite web|date=2019-01-21|title=Join 'New Australia-Land' in MLA's summer lamb campaign|url=http://www.theland.com.au/story/5860660/join-new-australia-land-in-mlas-summer-lamb-campaign/|access-date=2020-11-19|website=The Land}}{{Cite web|title=Lamb ad brings Jesus, Ganesha, Buddha and L.Ron Hubbard together for BBQ |url=https://www.thedrum.com/news/2017/09/04/lamb-ad-brings-jesus-ganesha-buddha-and-lron-hubbard-together-bbq|access-date=2020-11-19|website=The Drum}}

File:Vegan friendly icon.svg

'Operation Boomerang' was a 2016 advertising initiative conducted by M&LA under the 'We Love Our Lamb' campaign, to promote red meat consumption on Australia Day.{{Cite web|title=Australia Day Lamb 2016 {{!}} Commence Operation Boomerang – YouTube|url=https://www.youtube.com/watch?time_continue=1&v=7i15OPuFvmA&feature=emb_title|access-date=2020-11-19|website=www.youtube.com}} It contained a scene depicting a member of a SWAT team breaking into the homes of vegans and employing a flamethrower to burn their food.{{Cite web|date=2016-01-11|title=MLA's Australia Day Ad Causes Outrage For Setting Vegan's Home Alight|url=https://www.bandt.com.au/mlas-australia-day-ad-cops-a-buttload-of-complaints-for-setting-vegans-home-alight/|access-date=2020-11-19|website=B&T}} The advertisement accumulated over 600 complaints from the Australian public to the Advertising Standards Bureau (ASB) for an alleged breach of the Australian Association of National Advertisers' (AANA) Code of Ethics.{{Cite news|date=2016-01-12|title=Vegans upset over 'discriminatory' Australia Day ad|work=BBC News|url=https://www.bbc.com/news/world-australia-35288560|access-date=2020-11-19}}{{Cite web|last=Canning|first=Simon|date=2016-01-19|title=MLA's Australia Day vegan flaming lamb ad cleared by advertising watchdog|url=https://mumbrella.com.au/mlas-australia-day-vegan-flaming-lamb-ad-cleared-by-advertising-watchdog-340779|access-date=2020-11-19|website=Mumbrella}}{{Efn|Sections 2.1 and 2.3 were alleged to have been breached by M&LA.

Section 2.1 prohibits vilification or discrimination of a person or social group on the basis of religion, race or ethnicity.

Section 2.3 disallows the presentation of violence that is not justifiable by the product being advertised.

|name=|group=}} The complaints claimed M&LA improperly used the term 'boomerang' due to its indigenous connotations and that the advertisement also promoted violence against vegans.{{Cite news|last=Davidson|first=Helen|date=2016-01-11|title='Operation Boomerang' lamb ad insults Indigenous people, say critics|work=The Guardian|url=https://www.theguardian.com/australia-news/2016/jan/11/operation-boomerang-lamb-ad-insults-indigenous-people-say-critics|access-date=2020-11-19|issn=0261-3077}}{{Cite web|date=2016-01-11|title=Lee Lin Chin lamb ad attracts dozens of complaints from vegans|url=https://www.abc.net.au/news/2016-01-11/vegans-lodge-complaints-over-lamb-ad/7081706|access-date=2020-11-19|website=www.abc.net.au}}{{Cite web|title=Vegans are up in arms over Australia Day lamb advertisement|url=https://www.yourlifechoices.com.au/backlash-over-aussie-lamb-advert|access-date=2020-11-19|website=www.yourlifechoices.com.au}} The ASB board held that the use of 'boomerang' by M&LA was not culturally insensitive towards Aboriginal Australians, referencing the colloquial definition of the word in the Macquarie Dictionary which encompasses the return of a person or object.{{Cite web|date=2020|title=Boomerang|url=https://www.macquariedictionary.com/features/word/search/?search_word_type=Dictionary&word=boomerang|access-date=2020-11-18|website=Macquarie Dictionary|publisher=Macmillan Publishers Australia}} The ASB board also ruled in favour of M&LA in regards to the discrimination of vegans, stating that:

"[the] torching of the vegan food is an exaggerated and humorous response to the food that is not lamb – a portrayal of the food being less preferable to the advertised product, and not inciting hatred towards people who are vegan."

ASB effectively dismissed all claims of a breach of the AANA Code of Ethics and M&LA was permitted to continue using this advertisement.{{Cite web|date=2016-01-12|title=Australia Day lamb ad outrages vegans|url=https://www.news.com.au/finance/business/media/australia-day-lamb-ad-outrages-vegans/news-story/17fce56190808536afeefaa12d67a1c3|access-date=2020-11-19|website=NewsComAu}}{{Cite web|title=MLA Lamb ad does not breach code of ethics: ASB|url=https://www.themorningbulletin.com.au/news/mla-lamb-ad-does-not-breach-code-ethics-asb/2904236/|access-date=2020-11-19|website=Morning Bulletin}}

In 2016 M&LA also released a campaign as a part of the 'You Never Lamb Alone' series, which strived to encourage inclusivity and multiculturalism within Australia.{{Cite web|title='Aren't we all boat people?': Multicultural Australia features in this year's lamb ad|url=https://www.sbs.com.au/news/aren-t-we-all-boat-people-multicultural-australia-features-in-this-year-s-lamb-ad|access-date=2020-11-19|website=SBS News}}{{Cite web|last=Dobeson|first=Shanee|date=2017-01-12|title="Aren't we all boat people?" The 2017 Aussie Day lamb ad is here!|url=https://www.mygc.com.au/arent-boat-people-2017-aussie-day-lamb-ad/|access-date=2020-11-19|website=myGC.com.au}}{{Cite web|title=2017 Australia Day Lamb Ad Video Full Version|website=YouTube|date=14 January 2017 |url=https://www.youtube.com/watch?v=yGdj1TwBU1w |archive-url=https://ghostarchive.org/varchive/youtube/20211220/yGdj1TwBU1w |archive-date=2021-12-20 |url-status=live|access-date=2020-11-19}}{{cbignore}} The advertisement depicts Indigenous Australians welcoming the First Fleet and other migrants to Australia, for a beachside event featuring numerous icons from various cultures, including German beer and Chinese Fireworks.{{Cite web|title=MLA shirks Australia Day, tackles Invasion Day controversy – AdNews|url=https://www.adnews.com.au/news/mla-shirks-australia-day-tackles-invasion-day-controversy|access-date=2020-11-19|website=www.adnews.com.au}}{{Cite news|last=Lamb|first=Source: Youtube / We love our|date=2017-01-12|title=Australia Day lamb ad tackles Indigenous land rights and immigration – video|work=The Guardian|url=https://www.theguardian.com/lifeandstyle/video/2017/jan/12/australia-day-lamb-ad-tackles-indigenous-land-rights-and-immigration-video|access-date=2020-11-19|issn=0261-3077}} Despite the controversy surrounding the 'You Never Lamb Alone' initiative, M&LA won the Communication Award and the People's Choice award at the 2016 Australian Multicultural Marketing Awards,[https://www.meaa.org/events/australian-multicultural-marketing-awards-2016-nsw/ Australian Multicultural Marketing Awards] for this campaign.{{Cite web|date=2016-12-07|title=MLA's Lamb Campaign By The Monkeys Wins Big At The AMMAs|url=https://www.bandt.com.au/mlas-lamb-campaign-monkeys-wins-big-ammas/|access-date=2020-11-19|website=B&T}}

{{multiple image

|image1=Ganesha divali.jpg|thumb

|image2=Seated Shaka Nyorai (Sakyamuni, Gautama Buddha).jpg|thumb

|caption2=A 2017 campaign featuring Ganesha and Gautama Buddha consuming meat attracted controversy among Hindus and Buddhists}}

The 2017 'You Never Lamb Alone' campaign released by M&LA was criticised for allegedly inappropriate depictions of religious figures.{{Cite web|title=Meat and Livestock Australia: We don't set out to be controversial|url=https://www.thedrum.com/news/2017/09/22/meat-and-livestock-australia-we-don-t-set-out-be-controversial|access-date=2020-11-19|website=The Drum}} The advertisement contained Hindu god Ganesha and Buddhist figure Gautama Buddha consuming red meat despite the vegetarian nature of both figures.{{Cite web|title=Australia's Hindu community upset over ad featuring Ganesha promoting lamb meat consumption – YouTube|url=https://www.youtube.com/watch?v=PcyffOn0bu8|access-date=2020-11-19|website=www.youtube.com}}{{cbignore}}{{Dead Youtube links|date=February 2022}}{{Cite web|title=Australian Meat Ad Causing Controversy In Hindu Community|website=YouTube|date=30 September 2017 |url=https://www.youtube.com/watch?v=5pI5R4MpgLo |archive-url=https://ghostarchive.org/varchive/youtube/20211220/5pI5R4MpgLo |archive-date=2021-12-20 |url-status=live |access-date=2020-11-19}}{{cbignore}}{{Cite web|title=New religious themed MLA lamb ad attracts criticism {{!}} Australian Food News|url=https://www.ausfoodnews.com.au/2017/09/06/new-religious-themed-mla-lamb-ad-attracts-criticism.html|access-date=2020-11-19|website=www.ausfoodnews.com.au|date=6 September 2017 }} The Universal Society of Hinduism sought to have the advertisement banned by the ASB, due to the use of Ganesha for commercial purposes.{{Cite web|title='Insulting' lamb ad complaints spark investigation after Hindu outrage|url=https://www.sbs.com.au/news/insulting-lamb-ad-complaints-spark-investigation-after-hindu-outrage|access-date=2020-11-19|website=SBS News}}{{Cite web|title=Upset Hindus seek ban on 'hurtful' MLA ad starring Lord Ganesha – AdNews|url=https://www.adnews.com.au/news/upset-hindus-seek-ban-on-hurtful-mla-ad-starring-lord-ganesha|access-date=2020-11-19|website=www.adnews.com.au}}{{Cite web|date=2017-09-06|title=Hindus lead complaints against latest MLA spring lamb ad|url=https://www.sheepcentral.com/hindus-lead-complaints-against-latest-mla-spring-lamb-ad/|access-date=2020-11-19|website=Sheep Central}} The society's president, Rajan Zed, commented on the request of removal sent to the ASB:

"Lord Ganesha is highly revered in Hinduism...[and is] not to be used in selling lamb meat for mercantile greed. Moreover, linking Lord Ganesha with meat is very disrespectful and highly inappropriate"

A review of this campaign was also conducted by the ASB board, in response to criticism by the Universal Society of Hinduism and the additional 200 complaints received from the Australian public.{{Cite web |date=2017-09-04 |title=Hindus Call For Lamb Ad Ban After Lord Ganesha Parody|website=B&T |url=https://www.bandt.com.au/hindus-call-lamb-ad-ban-lord-ganesha-parody/|access-date=2020-11-19}}{{Cite web|date=2017-09-05|title=Meat and Livestock ad sparks complaints for "highly inappropriate" depiction of religious figures eating lamb|url=https://www.smartcompany.com.au/marketing/advertising/meat-livestock-ad-attracts-complaints-highly-inappropriate-depiction-religious-figures-eating-lamb/|access-date=2020-11-19|website=SmartCompany}}{{Cite web|title=Australia's ad watchdog reverses decision and bans controversial MLA lamb advert|website=The Drum |url=https://www.thedrum.com/news/2017/11/23/australias-ad-watchdog-reverses-decision-and-bans-controversial-mla-lamb-advert|access-date=2020-11-19}} The ASB initially determined that M&LA was not in breach of the AANA Code of Ethics,[https://aana.com.au/self-regulation/codes-guidelines/code-of-ethics/ AANA Code of Ethics] citing the campaign's humorous intention to promote religious inclusivity and multiculturalism.{{Cite web|last=Samios|first=Zoe |date=2017-09-18|title=MLA's meat-eating Ganesha ad cleared by advertising watchdog|url=https://mumbrella.com.au/controversial-lamb-ad-not-breach-standards-watchdog-rule-472511|access-date=2020-11-19 |website=Mumbrella}}{{Cite web|title=Advertising watchdog investigates 'discrimination and vilification' complaints about Meat & Livestock Australia campaign |url=https://www.thedrum.com/news/2017/09/11/advertising-watchdog-investigates-discrimination-and-vilification-complaints-about|access-date=2020-11-19|website=The Drum}}{{cite web |publisher=Ad Standards |date=2018 |title=Review of Operations 2018 |url=https://adstandards.com.au/sites/default/files/ad_standards_review_of_operations_2018_final.pdf}} However, review of this decision found M&LA to be in breach of Section 2.1 of the Code of Ethics. M&LA was ordered to remove the advertisement from all its social media platforms.{{Cite web|last=Bettles|first=Colin|date=2017-09-19|title=ASB rejects MLA lamb advertising grievances |url=http://www.farmonline.com.au/story/4934264/asb-rejects-mla-lamb-advertising-grievances/|access-date=2020-11-19|website=Farm Online}}{{Cite web|date=2017-11-24|title=Religious complaints against MLA lamb campaign upheld|url=https://www.sheepcentral.com/mla-lamb-campaign-withdrawn-after-religious-complaints-upheld/|access-date=2020-11-19|website=Sheep Central}}{{Cite web |last=Dawson|first=Abigail|date=2017-11-23|title=Ad watchdog bans MLA's religious lamb ad after 'substantial flaws' found in its initial decision|website=Mumbrella|url=https://mumbrella.com.au/ad-watchdog-bans-mlas-religious-lamb-ad-substantial-flaws-found-initial-decision-485815|access-date=2020-11-19}}

File:Coronavirus girl.jpg

The COVID-19 outbreak has disrupted many of the initiatives managed by M&LA, which have consequently been cancelled or indefinitely postponed.{{Cite web|date=2020-10-28|title=Updated: Webinars and online events for beef industry stakeholders|url=https://www.beefcentral.com/news/webinars-and-online-events-for-australian-cattle-producers/|access-date=2020-10-30|website=Beef Central}} M&LA has introduced online educational programs and social forums, which aim to educate the Australia population.{{Cite web|date=2020-10-28|title=Updated: Webinars and online events for beef industry stakeholders |url=https://www.beefcentral.com/news/webinars-and-online-events-for-australian-cattle-producers/|access-date=2020-11-01|website=Beef Central}}{{Cite web|date=2020-08-14|title=Red Meat off menu in Toowoomba as COVID hits |url=https://www.countryman.com.au/countryman/livestock/red-meat-off-menu-in-toowoomba-as-covid-hits-ng-b881628636z|access-date=2020-11-01|website=Countryman}} Research and data analysis conducted by M&LA has also been interrupted by the pandemic; however, analysis of global markets has been undertaken by M&LA to provide information on conditions in the meat and livestock industries.{{Cite journal |last1=Gundersen|first1=Craig |last2=Hake|first2=Monica|last3=Dewey|first3=Adam|last4=Engelhard |first4=Emily|date=2020-10-12|title=Food Insecurity during COVID-19|journal=Applied Economic Perspectives and Policy|volume=43|issue=1 |pages=153–161 |doi=10.1002/aepp.13100|issn=2040-5790|pmc=7537061|pmid=33042509}}{{Cite news|date=17 July 2020|title=Meat and Livestock Australia: COVID-19: impacts on markets |work=Private Companies|publisher=News Bites |place=Melbourne}}{{Cite web|last=Goodwin |first=Shan|date=2020-09-07|title=Beef watching for protectionism and food security COVID-19 flow-ons |url=http://www.farmonline.com.au/story/6913630/beef-watching-for-protectionism-and-food-security-covid-19-flow-ons/|access-date=2020-11-01|website=Farm Online}}{{Cite web|date=2020-05-08|title=Livestock and Meat, Australia, June 2020|website=Australian Bureau of Statistics |url=https://www.abs.gov.au/statistics/industry/agriculture/livestock-and-meat-australia/latest-release |access-date=2020-11-01}} M&LA aims to directly support producers through the COVID-19 pandemic by providing accessible resources regarding COVID-19 restrictions and mental health support.{{Cite web |date=2019|title=COVID-19: Resources and information|url=https://www.dpi.nsw.gov.au/home/covid-19/industry-resources-and-information|access-date=2020-11-02|website=www.dpi.nsw.gov.au}} In 2020, the annual "Red Meat" event which is hosted by M&LA was cancelled due to COVID-19.{{Cite news|date=31 July 2020 |title=Meat and Livestock Australia: MLA's Red Meat 2020 event cancelled|work=Private Companies |publisher=News Bites|place=Melbourne}} Jason Strong,[https://www.farmonline.com.au/story/5893386/jason-strong-to-lead-meat-and-livestock-australia/ Jason Strong] the managing director of M&LA, commented on the cancellation: "large events such as Red Meat are just not feasible in the current environment and so the only sensible course of action was to cancel for 2020."{{Cite web |date=2020-07-24|title=MLA encourages members to return levy notice so they can vote at AGM|url=https://www.countrynews.com.au/livestock/2020/07/24/1468400?slug=mla-encourages-members-to-return-levy-notice-so-they-can-vote-at-agm |access-date=2020-11-02|website=Country News}}

Despite this cancellation, the M&LA Annual General Meeting (AGM) for 2020 was projected to be held online.{{Cite web|last=Tribune|first=The National|date=2020-10-22|title=MLA Annual General Meeting goes online|url=https://www.nationaltribune.com.au/mla-annual-general-meeting-goes-online/|access-date=2020-11-02|website=The National Tribune}}{{Cite web|date=2020-10-23 |title=MLA Annual General Meeting goes online |work=Mirage News|url=https://www.miragenews.com/mla-annual-general-meeting-goes-online/,%20https://www.miragenews.com/mla-annual-general-meeting-goes-online |access-date=2020-11-02}}

In 2021, MLA launched a provocative advertising campaign, created by The Monkeys, part of Accenture Song, making reference to the COVID-19 effect on Australian border restrictions, titled Make Lamb, Not Walls. The campaign took on a satirical approach, referencing politicians such as Scott Morrison, Daniel Andrews and Gladys Berejiklian. The campaign was reported on by major national and international news sources such as The New York Times and The Sydney Morning Herald. It increased sales by 16.8%.

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In response to the COVID-19 outbreak, M&LA has developed online schemes to educate the Australian public on the importance of red meat consumption.{{Cite journal |last1=Sui|first1=Zhixian|last2=Raubenheimer |first2=David |last3=Rangan|first3=Anna|date=August 2017|title=Exploratory analysis of meal composition in Australia: meat and accompanying foods|journal=Public Health Nutrition |volume=20|issue=12|pages=2157–2165 |doi=10.1017/S1368980017000982 |pmid=28578745|pmc=10261568 |issn=1368-9800|doi-access=free}}{{Cite web |title=Meat & Livestock Australia Virtual excursion Farming around Australia|website=DART Connections |url=https://dartconnections.org.au/excursions/meat-amp-livestock-australia-virtual-excursion-farming-around-australia-quot-8|access-date=2020-11-10}} M&LA introduced three interactive initiatives for Australian primary schools during the pandemic, 'Your Expert Classroom', 'Be Your Greatest Virtual Classroom' and 'Get Kids Cooking'.{{Cite journal|last1=Attwood|first1=Sophie|last2=Hajat |first2=Cother|date=2020-08-12|title=How will the COVID-19 pandemic shape the future of meat consumption? |journal=Public Health Nutrition|volume=23|issue=17|pages=3116–3120|doi=10.1017/S136898002000316X|issn=1368-9800|pmc=7533480|pmid=32782062}} These schemes are free to access and consist of educational videos and interactive cooking classes for students and teachers alike.{{Cite web|date=2020-08-25|title='Be Your Greatest' Virtual Classroom|work=STEM Science Math Lesson Plans |url= https://www.primezone.edu.au/resource/be-your-greatest-virtual-classroom/|access-date=2020-11-01}}

'Your Expert Classroom' consists of a video series which aim to educate students on the environmental impact of red meat production.{{Cite web|date=2020-08-25|title=Your Meat & Livestock Expert Classroom |work=STEM Science Math Lesson Plans|url=https://www.primezone.edu.au/resource/your-expert-classroom/|access-date=2020-11-18}}{{Cite web|last=Anderson|first=Elizabeth|date=2020-09-04|title=Virtual classrooms provide insight into farming life|url=http://www.queenslandcountrylife.com.au/story/6909358/virtual-classrooms-provide-insight-into-farming-life/|access-date=2020-11-18|website=Queensland Country Life}} Under the 'Be Your Greatest Virtual Classroom' program, M&LA has established partnerships with the Australian Paralympic and Olympic teams, that will compete in the 2021 Tokyo Olympic Games.{{Cite web |last=Tribune|first=The National|date=2020-07-31|title=Australian Beef brings national sporting heroes to classrooms|url=https://www.nationaltribune.com.au/australian-beef-brings-national-sporting-heroes-to-classrooms/|access-date=2020-11-18|website=The National Tribune}}{{Cite web|date=2020-07-31|title=Australian Beef brings national sporting heroes to classrooms|work=Mirage News |url=https://www.miragenews.com/australian-beef-brings-national-sporting-heroes-to-classrooms/,%20https://www.miragenews.com/australian-beef-brings-national-sporting-heroes-to-classrooms|access-date=2020-11-18}} Students have the opportunity to interact with Australian athletes during a live-streamed question time and discuss the potential benefits of incorporating red meat into their diets.{{Cite web|title=FOR TEACHERS for students|url=https://www.forteachersforstudents.com.au/site/|access-date=2020-11-18|website=FOR TEACHERS for students}}{{Cite web|last=Goodwin|first=Shan|date=2020-04-02|title=Lockdown virtual lessons on the farm answer all questions|url=http://www.farmonline.com.au/story/6705934/lockdown-virtual-lessons-on-the-farm-answer-all-questions/|access-date=2020-11-18|website=Farm Online}}

M&LA strives to encourage the incorporation of red meat in the diets of Australian students through the 'Get Kids Cooking' program.{{Cite web|date=2019-11-22|title=How the red meat industry is trying to fight veganism and plant-based proteins|url=https://www.abc.net.au/news/rural/2019-11-23/how-the-red-meat-industry-is-trying-to-fight-vegan-plant-protein/11724016|access-date=2020-11-18|website=www.abc.net.au}} An interactive cooking lesson at an Australian Royal Show is offered to students, but due to COVID-19 restrictions, M&LA replaced this class with a step-by-step cooking tutorial video which can be followed by students at home.{{Cite web |title=COVID-19 Community Resources for Western Sydney |url=https://www.wslhd.health.nsw.gov.au/COVID-19-Wellbeing/families|access-date=2020-11-18 |website=www.wslhd.health.nsw.gov.au}}{{Cite web |title=Beef for Kids|website=Beef Australia 2021|url=https://beefaustralia.com.au/beef-for-kids/|access-date=2020-11-18}}

M&LA targets these programs predominantly at schools in metropolitan areas of Australia, to address the deficient understanding of the red meat industry in urban communities compared to rural suburbs.

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{{Portal|Australia|Agriculture|Company}}

The COVID-19 outbreak has made collecting data and statistics from local and global markets more difficult. Due to COVID-19 restrictions and reduced access to data, M&LA temporarily ceased production of the EYCI between March and June 2020.{{Cite web|date=2020-04-23|title=What's happened to the Eastern Young Cattle Indicator?|url=https://www.abc.net.au/radio/programs/nt-country-hour/where-is-the-eyci/12177716|access-date=2020-11-02|website=ABC Radio}}{{Cite news|date=12 August 2020 |title=Meat and Livestock Australia: Impact of Victorian processing restrictions|work=News Bites – Private Companies|place=Melbourne}} Following the easing of COVID-19 restrictions throughout Australia,{{Cite web|title=Australia: Government announces further easing of lockdown measures in some areas June 12 /update 27|url=https://www.garda.com/crisis24/news-alerts/350031/australia-government-announces-further-easing-of-lockdown-measures-in-some-areas-june-12-update-27|access-date=2020-11-20|website=GardaWorld}}{{Cite web|date=2020-11-14|title=Unsure who can and can't enter each state and territory? Here are the rules|url=https://www.abc.net.au/news/2020-11-14/coronavirus-restrictions-border-australia-covid-travel-rules/12882996|access-date=2020-11-20|website=www.abc.net.au}} the market indicator returned in the last week of June 2020.{{Cite web|last=Goodwin|first=Shan|date=2020-06-10|title=EYCI roars back to life|url=http://www.farmonline.com.au/story/6787510/eyci-roars-back-to-life/|access-date=2020-11-02|website=Farm Online}} M&LA aims to continue providing producers and market analysts with data on international market conditions by implementing studies in foreign markets, which are of interest to Australian producers in terms of meat export volumes. In 2018–19, Australia exported 72% of all beef and veal production, and China accounted for 24% of Australia's beef exports in 2019.{{Cite web|date=29 October 2020|title=Australian red meat export statistics |website=Department of Agriculture, Water and the Environment|url=https://www.agriculture.gov.au/export/controlled-goods/meat/statistics#august}}{{Cite web|date=2020-06-10|title=International Trade in Goods and Services, Australia, August 2020 |website=Australian Bureau of Statistics|url=https://www.abs.gov.au/statistics/economy/international-trade/international-trade-goods-and-services-australia/latest-release|access-date=2020-11-02}} M&LA conducted consumer research in China to analyse consumer behaviour and growth trends during the COVID-19 pandemic.{{Cite web|date=2020-04-16|title=Affluent China wants more Aussie meat |website=The Examiner |url=https://www.examiner.com.au/story/6723934/affluent-china-wants-more-aussie-meat/ |access-date=2020-11-02}}{{Cite web|author=Australian Trade and Investment Commission |title=Strong partnership ensures beef supply to China during COVID-19|website=www.austrade.gov.au |url=https://www.austrade.gov.au/news/insights/strong-partnership-ensures-beef-supply-to-china-during-covid-19|access-date=2020-11-02|url-status=dead|archive-date=2020-05-05 |archive-url=https://web.archive.org/web/20200505073336/https://www.austrade.gov.au/news/insights/strong-partnership-ensures-beef-supply-to-china-during-covid-19}} The findings from the study indicated a continued increase in consumer demand for red meat in China,{{Cite web|title=Demand trends for beef in China|website=AgInnovators|url=https://www.aginnovators.org.au/initiatives/business/information-papers/demand-trends-beef-china|access-date=2020-11-02|archive-date=12 November 2020|archive-url=https://web.archive.org/web/20201112031338/https://www.aginnovators.org.au/initiatives/business/information-papers/demand-trends-beef-china|url-status=dead}} with demand for Australian beef increasing by 43% in Chinese markets during the pandemic.{{Cite web |date=2020-09-15 |title=COVID-19: impacts on markets 15 September |work=Mirage News |url=https://www.miragenews.com/covid-19-impacts-on-markets-15-september/,%20https://www.miragenews.com/covid-19-impacts-on-markets-15-september |access-date=2020-11-01}} These studies seek to improve producer confidence and provide data for market analysts during the COVID-19 pandemic.{{pn|date=December 2020}}

{{notelist}}

{{Reflist}}

• {{Official website|http://www.mla.com.au/}}
• [https://brandedica.com/Brands/Details/meat--livestock-australia Social media campaigns]

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