MLA campaign encourages consumers to make more informed food choices

Beef Central, 24/03/2014


You’ve heard of vegetarians, pescitarians, and even fruitarians, but a new consumer food trend launched by Meat & Livestock Australia today recognises the importance of making informed food choices. 

Being a ‘Bettertarian’ is the new food philosophy designed to raise awareness of the impacts that consumers’ food choices can have on their health, the environment and animal welfare.

MLA’s domestic marketing manager, Lachlan Bowtell said the campaign had been developed in response to growing consumer confusion about how to make the most responsible food choices.

“This week we are helping people to navigate the confusion and the guilt some groups are trying to put on them about their food choices.
“Through our Target 100 program and the Bettertarian campaign, the industry is focussed on continuing to build the trust that people have in the Australian beef and lamb industry to sustainably manage the environment and care for our animals while producing highly nutritious food,” Mr Bowtell said.

The Bettertarian philosophy came about after chef and television personality Darren Robertson and sustainable food advocate, Rebecca Sullivan took three urban Australians on a journey to a cattle and sheep farm in Tasmania, to see firsthand how meat was raised and produced. 

Darren said the Bettertarian philosophy was about keeping the message simple.

“Eating today can seem a bit complicated. There are endless food ideologies and too many confusing messages, rules and restrictions for achieving optimal health and nutrition and minimising your impact on the planet. There had to be a simpler way,” he said.

“It’s how we arrived at the Bettertarian. A person who is a conscious consumer who wants to feel better about what they eat and the impact their food choices have on the environment.” 

Lachlan BowtellBangor Farm is owned and operated by fifth-generation cattle and sheep producer, Matt Dunbabin who has been an active advocate for the industry through Target 100, and welcomed the chance to help promote the new philosophy to urban Australians. 

“For our city visitors, experiencing a cattle and sheep farm firsthand gave them a new perspective on the way they approach food,” he said. 

“Once they saw how we worked with the environment and put the welfare of our animals at the top of our priority list, it set them on a new path of finding better ways to eat,” he said.  

The farm visit provided the ideal platform to introduce the Bettertarian philosophy to its first advocates and the whole experience was captured in a documentary – The Journey of a Bettertarian (click here to view).

Mr Bowtell said the Bettertarian philosophy was something that all stakeholders could get behind and help promote.

"We're encouraging producers, the wider industry and all beef and lamb lovers to help spread the word through their social media networks, particularly now during Meat Free Week,” he said. 

Watch the Bettertarian trailer here 
Visit for more information.



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