“Innovation has been at the core of the lot feeding sector’s success, and has enabled us to understand and exceed the demands of our customers and the community. ALFA monitors the effectiveness of marketing activities carried out by MLA on behalf of the red meat industry, and has a strong decision making role in the collaborative management of such programs.” Warren Barnett, MLA Programs & Marketing Committee Chair

About MLA programs – For Consumers

Australians have always known that beef is a healthy food that should be eaten 3 to 4 times a week. Scientific research into the human health benefits of fresh food and exercise shows that beef is a valuable part of a healthy diet. Beef is high in the following important nutrients:

• Omega 3s to help keep the heart in good shape and to support brain function
• Zinc to help maintain the immune system
• Vitamin B12 to help protect DNA and the nervous system
• Iron to carry oxygen in the blood for energy and vitality
• Protein to help satisfy the appetite for longer and help control hunger pangs.

About MLA – For Industry

As an industry Peak Council it is ALFA’s role to provide leadership, formulate policies, set strategic directions and agree to overall levels of funding for industry projects. It is also ALFA’s responsibility to assess the performance of MLA in service delivery and goal achievement

Meat & Livestock Australia Limited is a producer-owned company that provides services to lot feeders. MLA’s core activities are:

• building demand for Australian red meat;
• improving market access for our products and;
• conducting research and development (R& D) to provide competitive advantages for the industry.

On behalf of the lot-feeding sector, MLA carries out marketing activities to maintain and increase demand for Australian beef, in both the overseas and domestic markets. Building demand amongst consumers is achieved by promoting the high quality of Australian beef and its versatility, enjoyment and value for money. MLA marketing programs also focus on the valuable nutritional aspects of grain fed beef. It is important for producers to understand that ALFA is working hard to ensure your multi-million dollar annual investment in MLA activities is giving your business further opportunities. One key area in this work is MLA's trade work.

ALFA’s strategic vision to increase our competitive advantages, involves MLA operation of range of research and development activities, mostly through the Feedlot Program.

The Program includes a range of projects that focus on the following areas:

• Identifying superior and alternative feedstuffs and improving their conversion to products that meet market specifications
• Developing management and nutritional options that meet target market product quality requirements at minimum cost
• Ensuring business sustainability by addressing public and regulator expectations in relation to the environment and animal welfare
• Improving business skills and enhancing career paths within the industry

ALFA and MLA collaborate on a number of market intelligence activities to provide business support for lot feeders. In particular the compilation and analysis of domestic and global market information along with the quarterly ALFA Lot Feeding Survey.

MLA's website contains further details. Click here