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Sheepmeat Council : Sheepmeat 2012
SHEEPMEAT COUNCIL OF AUSTRALIA ANNUAL MUSTER 2012 31 MLA delivers marketing and research programs that create opportunities for Australia's cattle, sheep and goat supply chains. MLA research increases the productivity of the sheep industry and marketing grows demand for lamb and sheepmeat. A message from MLA Today's consumer is not only concerned with nutrition, price, quality and convenience when buying food but increasingly they are concerned with how ethical and sustainable the production of their food is. Consumers want to know that the lamb they enjoy was produced in an environmentally sensitive way and that sheep are humanely treated. At the same time 90% of consumers' state that they have a low understanding of how lamb and beef is produced. However 60% of people want to learn more about production and 84% want their children to learn about how food is produced. On behalf of industry, Meat & Livestock Australia has developed a new initiative in response to promote industry's commitment to sustainability. Target 100 is the industry showcase of sustainability initiatives throughout lamb and beef supply chains. It is also about bridging the urban-rural divide by connecting urban consumers with producers. Projects included cover research areas such as biodiversity, managing water, climate variability, animal welfare, pests and weeds, soil and groundcover, social, and economic. Consumers like to see the suite of research programs, but what they really Meat & Livestock Australia Sheepmeat Council of Australia oversees the spending of the sheepmeat and lamb transaction levies by Meat and Livestock Australia (MLA) to ensure producers are receiving the best possible results for every dollar invested. engage with is the case studies that sheep and cattle producers have uploaded onto the interactive Google Earth map on the website. Through case studies, photos and videos, producers are demonstrating their commitment to not only producing the best lamb in the world, but also to sustainably managing the environment, caring for their animals and helping support rural and regional communities. In addition to the Target 100 website, urban consumers are connecting with producers via the Target 100 social media tools including Twitter, Facebook and YouTube. These channels are giving consumers and producers the opportunity to discuss the issues of food sustainability directly with each other and are helping to educate urban Australia about how their lamb is produced. Target 100 is a long term program that will continue to be the platform that the industry engages with the community about production and sustainability. All lamb producers are invited to join Target 100 and help promote your industry by uploading case studies on the website as well as joining in discussions on the various social media channels. Target 100 is the industry's opportunity to demonstrate to the community that, at the same time as producing high quality lamb and beef, livestock producers are caring for the land and their animals. For further information about Target 100 www.target100.com.au For further information about MLA www.mla.com.au