Red meat nutrition marketing

Promise

Sustain domestic demand for red meat; research the impact of red meat diets on health and wellbeing.

Progress

Increased demand for red meat; increased domestic consumer expenditure; increased knowledge of health benefits associated with including red meat in the diet.

Performance

The $43 million invested by MLA's Nutrition program (2001-07) maintained consumer and HCP confidence in red meat despite ongoing challenges, and is likely to have contributed substantially to increasing demand for beef and lamb.

Read the full enhancing the nutritional reputation of red meat document

Reference documents

• Dangar Tracking study 1997 and 1999 Red meat consumer impression points 2007
• Dairy Australia 2004, Food of Life Post Campaign Tracking Research Study (Wave 2)
• An evaluation of MLA's red meat nutrition program
• Changes in red meat attitudes and behaviours over time
• Inside story knowledge management November 2006 Awareness usage and attitude study for the CSIRO Total Wellbeing Diet
• Noakes, M et al, 2005, American Journal of Clinical Nutrition, Vol. 81, pp1298-1306
• MLA communication campaign with GPs
• The role of red meat in healthy Australian Diets, Meat & Livestock Australia 2001
• GP quantitative results May 2006