MLA at a glance

Our purpose
To foster the long-term prosperity of the Australian red meat and livestock industry.

Our vision
To be the recognised leader in delivering world-class research, development and marketing outcomes that benefit the Australian red meat and livestock industry.

Our mission
To collaborate with stakeholders to invest in research, development and marketing initiatives that contribute to producer profitability, sustainability and global competitiveness.

Our values

  • customer centricity
  • accountability through transparency
  • outcomes that make a difference.

Our strategic pillars

  1. Consumer and community support
  2. Market growth and diversification
  3. Supply chain efficiency and integrity
  4. Productivity and profitability
  5. Leadership and collaborative culture
  6. Stakeholder engagement.

Additional investment areas, while not considered strategic pillars, are: corporate services, levy management and AUS-MEAT.

Our foundations

Our history:

MLA was established in 1998 as a public company limited by guarantee, following the merging of two industry statutory organisations – the Australian Meat & Livestock Corporation and the Meat Research Corporation. MLA is the declared industry marketing body and the industry research body under sections 60(1) and 60(2) of the Australian Meat and Live-stock Industry Act 1997.

Our funding:

MLA is primarily funded by transaction levies paid on livestock sales by producers. The Australian Government also contributes a dollar for each levy dollar MLA invests in research and development. Other funding streams come from specific unmatched grants from the Australian Government and cooperative funding contributions from other Research and Development Corporations, individual processors, wholesalers, foodservice operators and retailers.

Processors and livestock exporters also co-invest levies into MLA programs through their service companies: Australian Meat Processor Corporation and Australian Livestock Export Corporation (LiveCorp).

Individual exporters and importers can also co-invest with MLA on marketing activities.

MLA generates additional income via commercial funding contributions which are matched by the Australian Government. This funding is invested in research and development partnerships that benefit the Australian red meat industry through MLA Donor Company.

Our members:

Membership of MLA is voluntary and free to all levy-paying grassfed cattle, grainfed cattle, sheep, lamb and goat producers. MLA had 50,103 members at 30 June 2018.

Our stakeholders:

MLA works in partnership with industry and government to deliver products and services to the cattle, sheep and goat industries.

Through the Science and Research Priorities and the Rural Research, Development and Extension Priorities, the Australian Government sets high-level priority research and development objectives covering community, industry and environmental concerns.

Peak industry councils provide policy direction, scrutinise budgets and monitor MLA’s performance on behalf of the red meat and livestock industry. These are the Australian Lot Feeders’ Association, Cattle Council of Australia, Goat Industry Council of Australia and Sheep Producers Australia.

MLA also works closely with the Australian Meat Processor Corporation, Australian Meat Industry Council, LiveCorp and Australian Livestock Exporters’ Council to develop programs that address key industry issues and opportunities through the supply chain, manage projects and communicate outcomes.

Our business model

Our subsidary companies:

MLA owns two operating subsidiary companies. MLA Donor Company partners with investors in areas that bring value to the red meat supply chain through innovation and new technologies . Integrity Systems Company administers the National Livestock Identification System database which records livestock movements. It is also responsible for the Livestock Production Assurance program and National Vendor Declarations.

Our decision making processes:

MLA doesn’t make investment decisions in isolation. This is done in collaboration with producers, the government, peak industry councils and other industry organisations. The regional consultation framework, which commenced in the second half of 2015, enables producers to have direct input into MLA’s research and development priorities.

Our employees:

At 30 June 2018 MLA had 265 employees across eight countries. MLA’s workforce profile reflects a balanced gender profile and age distribution across the organisation. More than 52% of employees were from a rural background.

Our locations:

MLA employees are based strategically to leverage the best possible access to all stakeholders and to drive demand for red meat in our key markets.


Our engagement in 2017-18

map pin Events attended by Richard Norton
map pin Adoption events and workshops
map pin Community engagement events
map pin Regional consultation
map pin Producer Demonstration sites

These locations are in addition to 82 events sponsored by MLA.