Exhibiting at HRC London 2025 (Hotel, Restaurant, Catering)

Meat & Livestock Australia (MLA) is a statutory service company that supports the Australian red meat and livestock industry by delivering marketing, research, and development services both domestically and globally. Through its brand platforms like True Aussie Beef and True Aussie Lamb, MLA plays a pivotal role in maintaining Australia’s position as one of the world’s most trusted sources of high-quality, sustainably produced red meat.

Core Business

MLA operates at the nexus of industry support, international market development, and supply chain innovation. Its core operations include:

• Export marketing and promotion of Australian beef, lamb, and goatmeat across over 100 countries.
• Research & Development for improving meat quality, animal welfare, and sustainability across all segments of the red meat supply chain.
• Product integrity systems including the Meat Standards Australia (MSA) grading system and traceability technologies.

As a non-profit organization funded by producer levies and government matching funds, MLA's focus is aligned with long-term industry growth and customer assurance.

Specialisation and Core USP

MLA’s unique value lies in its scientifically backed meat quality assurance systems, global supply chain transparency, and sustainability commitment. Key highlights include:

• Meat Standards Australia (MSA) – a world-leading meat grading system that assures eating quality based on rigorous criteria.
• Leadership in carbon neutrality goals, targeting a carbon-neutral Australian red meat industry by 2030 (CN30).
• End-to-end traceability through systems like National Livestock Identification System (NLIS).
• Promotion of natural, hormone-free, and pasture-raised meat products under the True Aussie brand.

MLA also delivers culinary education, market insights, and sustainability messaging to international chefs, distributors, and retailers.

Financials

As a not-for-profit service organization, MLA’s financials are publicly disclosed annually. According to the 2023-24 MLA Annual Report:

• Total revenue: AUD $278.5 million
  • Producer levies: AUD $105.3 million
  • Government matching funds: AUD $95.4 million
  • Other income & contributions: AUD $77.8 million
• Global marketing investment: AUD $61.2 million
• Research, development & adoption (RD&A): AUD $161.4 million

This strong funding base enables MLA to execute its strategic imperatives across research, market expansion, and on-farm improvements.

Shipment and Export Records

Australia is one of the world’s largest exporters of red meat, and MLA plays a central role in facilitating this trade:

• Over 60% of Australian red meat production is exported.
• In 2023, Australia exported:
  • 1.1 million tonnes of beef
  • 435,000 tonnes of lamb
  • 23,000 tonnes of goatmeat
• Top export markets: China, USA, Japan, South Korea, Middle East, UK, and EU

MLA supports these exports through country-specific marketing campaigns, product education, and market access advocacy.

Target Market

MLA targets a wide spectrum of stakeholders across the meat value chain:

• International importers and distributors
• Retailers and foodservice providers
• Chefs and culinary educators
• Consumers seeking premium-quality, ethically produced meat
• Policy makers and regulators

Their campaigns are customized per region, addressing specific consumption preferences and regulatory contexts.

Capabilities

• Extensive global marketing offices across Europe, Asia, North America, and the Middle East.
• R&D partnerships with CSIRO, universities, and industry research bodies.
• On-farm support programs for genetics, animal health, grazing management, and methane reduction.
• Training and resource development for chefs and butchers via the Aussie Beef & Lamb Culinary Center.
• Implementation of data-driven market intelligence tools for industry members.

MLA's reach, backed by scientific validation and a producer-driven ethos, empowers all stages of the meat supply chain.

Certifications and Compliance

• Products backed by Meat Standards Australia (MSA) grading system
• Traceability through NLIS – National Livestock Identification System
• Members of Global Roundtable for Sustainable Beef (GRSB)
• Compliant with EU, US, and Middle Eastern halal standards
• Implementation of Certified Organic and Halal Accredited red meat programs

These frameworks support the delivery of trusted, ethically sourced Australian red meat worldwide.

Customer Testimonials

• “True Aussie Lamb delivers consistent quality and flavor – our chefs love working with it.” – Executive Chef, Michelin-Starred Restaurant, London
• “MLA’s training sessions help our team educate customers better and sell more effectively.” – Retail Butchery Chain, UAE
• “The transparency behind MLA’s programs builds trust in Australian meat sourcing.” – Premium Retail Buyer, Germany

Major Achievements

• Exported to over 100 markets worldwide under the True Aussie brand
• Winner of International Marketing Campaign Awards (World Meat Congress)
• Played a key role in developing carbon-neutral red meat pilot farms
• Development of eNVD (electronic National Vendor Declaration) system for digital traceability
• Spearheaded CN30, the world's most ambitious carbon-neutral red meat goal

Through its deep industry expertise, global influence, and science-backed standards, Meat & Livestock Australia exemplifies leadership in sustainable, premium red meat production and export. The organization continues to be a trusted partner for global buyers seeking integrity, innovation, and quality in their meat supply.