Disclaimer:© 2025. Meat & Livestock Australia. ABN 39 081 678 364. Care has been taken to ensure the accuracy of the information contained in this publication. However, MLA , MDC and ISC (“MLA Group”) do not accept responsibility for the accuracy, currency or completeness of the information or opinions contained in this publication. This publication is intended to provide general information only and it has been prepared without taking into account your specific circumstances, objectives, or needs. Any forwardlooking statements made within this publication are not guarantees of future performance or results, and performance or results may vary from those expressed in, or implied by, any forward-looking statements. No representation, warranty or other assurance is given as to the fairness, accuracy, completeness, likelihood of achievement or reasonableness of forward-looking statements or related assumptions contained in the publication. You should make your own enquiries before making decisions concerning your interests. Your use of, or reliance on, any content is entirely at your own risk and the MLA Group accepts no liability for any losses or damages incurred by you as a result of that use or reliance. MLA acknowledges the matching funds provided by the Australian Government to support the research and development detailed in this Annual Report.

Managing director's report

Michael Crowley

Managing director

In my first year as Managing Director, it has been a pleasure to consult widely with stakeholders to gain and build their insights into the new strategic plan.

A key feature of MLA’s focus over the past year has been the consultation for and development of a new five-year Strategic Plan.

MLA had more than 1,000 pieces of feedback from stakeholders at more than 20 face-to-face sessions and via an online survey. This feedback helped MLA to create and launch a new Strategic Plan that has been co-designed by industry and built strongly upon industry priorities for the next five years.

Our new Strategic Plan 2030 is built on industry priorities and aligns to the red meat industry’s strategic plan – Red Meat 2030. It identifies MLA’s bold ambitions that will drive productivity and profitability to underpin sustainability and the prosperity of our great industry. These include:

  • contributing to Australia’s net zero ambitions
  • 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.

I look forward to working with the MLA team, our partners and all of industry to deliver these ambitions over the next five years to create and capture value for the supply chain and for the ultimate benefit of our members. We will be investing in productivity-driven sustainability outcomes and remain deeply committed to making meaningful progress on reducing net emissions per kilogram of production. We will be demand-led and customer-focused as we deliver impact for the supply chain and levy payers.

Trade has dominated the operating environment and will continue to shape the demand outlook in all our major markets.

Internationally, I met with key live export stakeholders in Indonesia and Vietnam to support long-term trade relationships and our thriving live export industry. Through the Live Export Partnership (LEP) with LiveCorp, we continued to invest in a large biosecurity program, delivered by AusVet, that supported feedlots and supply chain partners to ensure the health of Australian and local livestock.

I also recently visited key Asian markets including China, Japan and Korea. These markets value our long-term partnership, especially in a volatile trade environment. It was a great opportunity to reinforce our commitment to deliver consistently high quality, safe and reliable trade.

In Japan, lamb has become a top food trend particularly with younger consumers who are seeking out new protein options. Goatmeat has become increasingly popular in South Korea, with volumes increasing from 1,074 tonnes shipped weight (swt) in FY20 to 9,033swt in FY25.

I also visited the United States in October 2024 to take part in the Denver Summit. This event brought the global red meat industry together to collaborate on positioning itself effectively on pre-competitive issues. The event featured scientific presentations on livestock’s positive contribution to the environment and the important role of red meat in human health and nutrition. This work will continue to be a major focus of MLA and is strongly embedded in the new Strategic Plan 2030.

MLA continues to work closely with the Red Meat Advisory Council (RMAC) and the peak industry bodies: Cattle Australia (CA), Australian Lot Feeders’ Association (ALFA), Sheep Producers Australia (SPA), Goat Industry Council of Australia (GICA), Australian Meat Industry Council (AMIC) and Australian Live Export Council (ALEC). Their partnerships and collaboration are vital to delivering optimum value for levy payers.

The Research and Development Corporations (RDC) model continues to be world-recognised for the outcomes it delivers for government and industry. For every $1 invested in agricultural research and development, a return of almost $8 is generated for producers over 10 years. MLA’s is proud to undertake research that delivers tangible benefits to underpin our industry’s productivity and prosperity.

The need for MLA to deliver outcomes has never been greater.

Our industry is operating in a rapidly changing environment. Our markets and international trading environment continue to change as consumer demand grows. At the same time, we face heightened scrutiny surrounding biosecurity, market access, food safety and animal welfare.

MLA, as your service provider, is working to assist industry to navigate these challenges and opportunities. This Annual Report details MLA’s work on these issues for FY25 and I look forward to working with you on them in the year ahead.

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