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What we do
MLA’s purpose is to foster the long-term prosperity of the Australian red meat and livestock industry by investing in research and marketing activities.
Research, development and adoption
MLA invests in world-class research, development and adoption projects to increase the productivity and profitability of Australia’s cattle, sheep and goat businesses.
As at 30 June 2020, MLA had a total portfolio of 582 current research contracts valued at $523.4 million.
MLA invested $171.9 million in a range of research, development and adoption programs during 2019–20. This included $65.4 million invested through MLA Donor Company. This investment includes matching funds from the Australian Government.
Marketing, market access and insights
Australia exports red meat and livestock to more than 100 countries, representing over 60% of the industry's production. This makes it critical to protect and expand our access to overseas markets.
During 2019–20 MLA invested $101.8 million in marketing, market access and insights to grow demand for Australian red meat and livestock domestically and abroad.
Marketing and industry insights
Marketing campaigns
Marketing activities undertaken on behalf of the Australian industry are focused on the domestic consumer – the primary source of demand.
International markets
Australia exports red meat to over 100 countries with the True Aussie brand underpinning MLA's international marketing activities globally.
Accelerating innovation
MLA Donor Company accelerates innovation across the value chain so the Australian red meat and livestock industry can remain competitive on the world stage.
It does this by attracting commercial investment from individual enterprises and others that share a mutual interest to co-invest in innovation that will benefit the industry.
To help fast-track adoption by producers, MLA launched the Accelerated Adoption Initiative in 2019, allowing red meat livestock levy payers to access a range of MLA products and services at no cost until 30 June 2021.
Integrity, safety and traceability
Integrity Systems Company, a wholly-owned subsidiary of MLA, manages the delivery of Australia’s world-leading red meat and livestock quality assurance programs:
- The National Livestock Identification System (NLIS) is Australia's system for the identification and traceability of cattle, sheep and goats. It provides information through the identification and traceability of livestock that underpins market access for Australian red meat globally.
- Livestock Production Assurance program (LPA) is an independently audited, on‐farm assurance program covering food safety, animal welfare and biosecurity. It provides evidence of livestock history and on-farm practices when transferring livestock through the value chain.
- LPA National Vendor Declarations (LPA NVD) are required for any movement of livestock to processors, saleyards or between properties if they have different property identification codes (PICs).
