MLA outlines 15 key focus areas for next three years

Beef Central, 07/08/2012

Meat & Livestock Australia says it has identified 15 target areas that are likely to have the biggest impact on livestock producers between now and 2015.

In a statement released yesterday, MLA said it has recently revised its corporate plan and is now encouraging MLA members to review the draft revision.

MLA's corporate plan provides an overview of the strategic direction of the industry-owned, producer and Government-funded red meat research, development and marketing company.

The plan guides the series of business plans that outline MLA's marketing and research programs.

As a result of the revision, MLA said it has "evaluated and carefuly hand-picked" 15 areas that are likely to have the biggest impact on livestock producers over the coming three years.

“From in-store samplers enticing consumers to taste and purchase Australian beef in Korea, to importing new species of dung beetle to help improve Australian pastures, MLA invests levy dollars to create opportunities for livestock producers,” the MLA statement said.

“Given this diversity, it is critical the return on levy investments is maximised and this means investing in activities that are likely to have the greatest impact on producers.”

The 15 areas MLA's revised corporate plan will focus on between now and 2015 are:

Maintaining and improving market access

In the lead-up to 2015, MLA will focus more intensely on assisting industry to:

  • Work with Government to remove some of the obstacles to trade including tariffs and technical barriers in key export markets; 
  • Assist Government and industry to secure free trade agreements with Korea and Japan that eliminate tariffs on Australian red meat; 
  • Further strengthen Livestock Production Assurance/National Vendor Declarations and the National Livestock Identification System that underpin Australia’s reputation abroad; and
  • Meet the requirements of the new mandated Exporter Supply Chain Assurance System.

Growing demand

Over the next three years, MLA will continue to focus on marketing activities that include:

  • Growing demand for Australian beef in the domestic market through high impact campaigns; 
  • In partnership with exporters, create new business for Australian beef in emerging global markets; 
  • Create new business for Australian lamb in domestic and global markets.

Increasing productivity across the supply chain

From now until 2015, MLA will focus on creating opportunities for producers through research that helps:

  • Improve reproductive efficiency in northern beef and maternal sheep breeds; 
  • Improve pasture and forage crop productivity, quality and persistence through genetic research; 
  • Reduce the impact of the high labour costs; 
  • Improve compliance with market specifications; 
  • Minimise the threat and impact of exotic, emerging and endemic diseases.

Supporting industry integrity and sustainability

Over the next three years, MLA will focus on creating opportunities for producers to:

  • Increase enterprise efficiency and reduce environmental impact; 
  • Improve the welfare of animals; 
  • Engage with the community and maintain high levels of trust in the industry and producers.

The draft revision can be viewed on MLA's website by clicking here






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