As we move into the second year of our strategic plan, we reflect on a period of success in the face of strong headwinds.
FY26 was a year of delivery for MLA, with significant steps taken to achieving our shared objectives with industry.
12 months ago we were in the midst of one of MLA’s largest periods of consultation, as we discussed, shared and communicated the MLA Strategic Plan 2030 with a broad cross-section of industry and the community; small and large producers, peak industry bodies, government departments, academic institutions, state farming organisations, breed societies and more.
It was an invigorating conversation. Any time we are talking about the future of the industry and how we can come together to re-imagine what that looks like, the passion we all have for the work we do becomes abundantly clear.
As the Chairman has highlighted, the industry is looking more dynamic than ever. Market challenges were experienced from Indonesia to the Middle East and China, while outcomes in the EU and the influence of the USA continue to shape our operating environment. We operate in a global marketplace, where a shift in one region can have a ripple effect that’s felt far and wide. Over the last 12 months, there have been many such shifts to navigate.
It’s at times like this that the bold ambitions outlined in our Strategic Plan become even more significant, and their delivery even more necessary.
Our bold ambitions
MLA’s Strategic Plan 2030 provides a clear, ambitious roadmap to guide the industry through this critical period, alongside our industry partners.
Productivity and profitability will underpin the sustainability and prosperity of our great industry.
By focusing on value creation and capture along the supply chain, we will deliver benefits that translate into profitability for the production sector. At its core, the MLA strategy is insight-led and market-driven, ensuring customers and consumers remain at its centre.
The strategy aligns directly with the meat industry strategic plan – Red Meat 2030 – which has also undergone a mid-point review.
Together they inform our bold ambitions:
- Contributing to Australia’s net zero ambition.
- Delivering value-based marketing.
- Establishing multibreed genetic evaluation and livestock credentials.
- Driving Demand through marketing, market access and social capital.
- Investing in our industry’s people.
Contributing to Australia’s net zero ambition
Contributing to Australia’s net zero ambitions will be the guiding light for our environmental sustainability investments. As we look to accelerate the adoption of innovations that drive efficiency and productivity, we will measure the benefits through both overall emissions reduction and reduced emissions intensity per kg of production.
Productivity-led sustainability will ensure we can grow the herd and flock whilst delivering positive environmental outcomes. We will also continue to invest in carbon storage and emissions avoidance initiatives, with further leverage achieved through our partnership with the Zero Net Emissions for Agriculture CRC (ZNE CRC).
Value-based marketing
This ambition connects the supply chain to create and capture more value for every participant. Through strategic partnerships, we are working producers, processors, brand owners, technology providers, researchers and service companies to design and deliver the value capture program that provides incentives and creates pull-through demand for higher value livestock.
This could be achieved through greater production efficiencies, improved data capture and use of digital platforms, adoption and commercialisation of objective measurement technologies, linking genetic selection to achieving better over-the-hooks results, improved eating quality and feedback systems, innovative products that go beyond the standard cuts of meat, and more.
In delivering this ambition, benefits will be delivered for producers and partners along the supply chain.
Multibreed
Whilst still in the R&D phase, Multibreed is developing, and we anticipate that progress continuing to take shape over the coming 12 months.
MLA has invested more than $40 million on a range of genetics programs since 2016, including Repronomics, Southern Multibreed, MLA’s Resource Flock and the BREEDPLAN evaluation. This research underpins the design and delivery of commercial multibreed beef genetic evaluations.
The development of national multibreed beef and sheep genetic evaluations are an important long-term initiative that has the potential to support commercial producers in achieving faster rates of genetic gain – delivering improved productivity, adaptation and profitability outcomes.
Driving demand
When it comes to marketing, we reached audiences who’ve never previously been exposed to Aussie beef and lamb through prominent domestic and international campaigns.
Among the programs driving impact, Australian Beef was announced as the Official Partner of Southeast Asia’s four premier football competitions. The region is amongst the fastest growing markets for Australian beef, making this an ideal way to connect with consumers and communities. Aussie Beef was also featured in 144 Australian television spots across the FIFA World Cup, putting our products on centre plate for almost 19 million people in the early stages of the tournament.
Our Lambassador program reached a major milestone in the period, celebrating its 10th anniversary. What started as a way to reach new customers in 2015 has become a global phenomenon and today the program encompasses a network of more than 120 Lambassadors across 19 markets.
Future focus
As with many of our initiatives, MLA can achieve even more when partnering with industry, and we witnessed that again in FY26.
Alongside the industry Peak Industry Bodies – Red Meat Advisory Council (RMAC), Cattle Australia (CA), Sheep Producers Australia (SPA), the Goat Industry Council of Australia (GICA), Australian Lot Feeders Association (ALFA), Australian Live Export Council (ALEC) and the Australian Meat Industry Council (AMIC), and in partnership with LiveCorp and Australian Meat Processor Corporation (AMPC), MLA is part of a network of organisations focused on the growth of the red meat sector.
It’s been a positive first year of delivery under the Strategic Plan, with the achievement of delivery and budget performance. I look forward to our ongoing work and sharing more outcomes with you in the years ahead.