Meat & Livestock Australia (M&LA) is an independent company which regulates standards for meat and livestock management in Australian and international markets. Headquartered in North Sydney, Australia; M&LA works closely with the Australian government, and the meat and livestock industries. M&LA has numerous roles across the financial, public and research sectors. The M&LA corporate group conducts research and offers marketing services to meat producers, government bodies and market analysts alike. Forums and events are also run by M&LA aim to provide producers with the opportunity to engage with other participants in the supply chain.
The M&LA corporate group is led by Meat and Livestock Limited (M&LA Ltd.), which is the parent company of two subsidiaries that have diverse roles in the meat and livestock industry. The Integrity System Company (ISC) and the MLA Donor Company (MDC) are wholly owned subsidiaries of M&LA. Numerous studies into Australia's livestock production and marketing are funded or operated by M&LA. The corporate group also participates in environmental initiatives alongside government authorities and other research bodies, which aim to address the contribution of the livestock industry to climate change in Australia.
In its research and data analysis capacity, M&LA generates the Eastern Young Cattle Indicator (EYCI) and supports the implementation of Meat Standards Australia (MSA) in the Australian meat industry. M&LA also conducts educational programs regarding the production and consumption of red meat. Statutory obligations which have been imposed upon M&LA by the Australian government, require the corporate group to undergo regular independent reviews of its performance and efficiency. Marketing campaigns are produced by M&LA to promote red meat consumption; however, many advertisements have been subject to criticism, regarding cultural appropriation and discrimination allegations.
The Coronavirus (COVID-19) outbreak has disrupted economic markets and production globally. The COVID-19 pandemic has also impacted the revenue of the M&LA corporate group. In the 2019–20 financial year, M&LA produced an overall revenue of A$269.7 million. M&LA experienced a 0.1% drop in revenue compared to the 2018–19 financial year, in which the corporate group accumulated a total revenue of A$269.9 million.
History The M&LA group was created following the merger of Australian Meat and Livestock Corporation (AMLC)Australian Meat & Livestock Corporation and Meat Research Corporation (MRC)Meat Research Corporation which allowed for the privatisation of these government bodies in 1998. The M&LA corporate group was made responsible for the research and development functions of AMLC and the MRC goal to providing production support.
Meat and Livestock Australia Limited Established in 1998, Meat and Livestock Limited (M&LA Ltd.) is an unlisted public company limited by guarantee. M&LA Ltd. consists of 333 employees as of 2020 and receives funding in the form of transaction levies. M&LA has been declared to be an 'industry body' under the Australian Meat and Live‑stock Industry Act 1997, which allows M&LA to collect such levies. A levy fee applies to animals or carcasses sold domestically or internationally by Australian producers under the Primary Industries (Excise) Levies Act 1999. This act outlines the circumstances in which producers are required to pay levies and provides the differing levy rates which apply to meat and livestock, including cattle, pigs and chickens.
As of 2020, 47,500 Australian meat producers held a majority of shareholdings in M&LA, which has given the company the status of being producer-owned. Livestock exporters and processors also fund M&LA Ltd. through the levies paid under contract. M&LA Ltd. primarily conducts research and offers marketing services on behalf of the M&LA organisation. The 'Australian Beef. The Greatest!''Australian Beef. The Greatest!' marketing campaign which was launched in 2017, strives to increase consumer engagement with the red meat industry and promote consumption by providing recipes which incorporate beef.
This company is also involved in encouraging international consumption of red meat through promotional competitions. In 2005, M&LA Ltd. launched a campaign in collaboration with Co-op Islami to promote red meat consumption by families in the United Arab Emirates. The prize of the competition consisted of four tickets to Australia and a guided tour of Australian farms and processing facilities which adhere to Halal principles.
Subsidiaries Integrity Systems Company
Integrity Systems Company Limited (ISC) is a public company which was registered in 2009 and is wholly owned by M&LA Ltd. This company implements quality assurance programs and provides administrative assistance to programs delivered by the M&LA group. These include the National Vendor Declarations initiative (NVDs) and the National Livestock Identification System.
The NVDs system outlines requirements Australian livestock providers are required to adhere to. It prompts producers to establish a property biosecurity plan for every Property Identification Code (PIC) under their name. Providers must have completed an NVD declaration to legally transfer livestock across properties or to move livestock after a commercial sale. In 2020, ISC released an online declaration system which allowed for the lodgement of NVDs and other declarations required under MSA and animal health regulations. This initiative allows vendors to access and complete their declarations electronically, and aims to provide suppliers with a quick and efficient alternative to making paper declarations.
ISC also administers the NLIS, which provides background information on all Australian livestock. This system has established a national database which provides information on the residency of livestock and the other animals it has come in contact with. Where a vendor holds livestock that could potentially be a threat to buyers and their interests, ISC can assign one of the nine NLIS Early Warning statuses to the seller's PIC. These statuses must indicate the reason for the assignment of such a status, which is generally concerns surrounding the possibility of the livestock being exposed to a disease that could make it unsafe for human consumption. Notification of this status is then available to buyers with an NLIS account, which grants users access to the NLIS database. This system commenced in January 2020 and aims to support meat and livestock consumers by improving transparency in the domestic livestock market.
MLA Donor Company
MLA Donor Company Limited (MDC) is limited by guarantee and is wholly owned by M&LA Ltd. Established in 1998, MDC is funded by the Australian Federal Government and voluntary contributions by M&LA partners, including Australian universities and breeding companies. Under the Australian Meat and Livestock Industry Act 1997, MDC was declared to be an "approved donor body" in 1998. This declaration made MDC eligible to receive funding by the Commonwealth Government; the voluntary funds contributed to MDC for research and development is matched by the federal government. In 2016, the MDC received A$44 Million from the government in research and development grants.Australian Parliament House, Rural and Regional Affairs and Transport Legislation Committee. (October, 2016). Answers to Questions on Notice: Supplementary Budget Estimates October 2016. Agriculture and Water Resources. Accessed 2020-10-30. The Federal government is projected to grant A$94.628 million in 2020–21 to MDC for meat research purposes.Department of Industry, Science, Energy and Resources. (2017). 2017–18 Science, Research and Innovation Budget Tables. Accessed on 30 October 2020. MDC aims to encourage independent research and innovation in Australian red meat markets by providing financial assistance for independent companies and institutions conducting their own research. Launched in 2020, the BeefLinks partnershipBeefLinks partnership between the University of Western Australia and MDC conducts research on the red meat supply chain in Western Australia. The partnership also strives to develop innovative technologies to assist various participants in the red meat industry, including producers and vendors.
Market indicators and standards
M&LA aims to inform and advise producers, consumers and the Australian federal government on market conditions. M&LA collaborates with the Australian Bureau of Statistics to gather data on red meat consumers, which informs the marketing initiatives and programs implemented by M&LA. As a research body, M&LA releases indicators and supports standards which aim to simplify complex market functions and inform consumers in the meat and livestock markets. The market standards endorsed by M&LA indicate the minimum meat and livestock requirements producers should aim to meet in Australia. It also provides a standard for the quality of Australian red meat in domestic and international markets.
Eastern Young Cattle Indicator The Eastern Young Cattle Indicator (EYCI) is a market indicator produced by M&LA. It provides a weekly moving average of the number of young cattle sold across the Eastern states of Australia; Queensland, New South Wales and Victoria. The price and weight of the carcasses sold are employed to calculate the EYCI, which is exhibited in cents per kilogram. M&LA releases this indicator in conjunction with data analysis regarding its movement and market conditions, which is also conducted by M&LA. The EYCI aims to inform market commentary in the Australian meat market and provides producers with an indication of current market prices.
Meat Standards Australia
The Meat Standards Australia (MSA) grading system is a voluntary program promoted by M&LA. The system provides consumers with simplified information on the eating quality of Australian red meat and aims to improve consumer confidence in markets. These standards provide an indication of beef quality to cattle markets, which subsequently influence prices. MSA relies on data from red meat consumers and examines numerous processing systems, ageing periods and management processes to provide an indication of the meat's eating quality. These include: The employment of hormonal growth promotantshormonal growth promotants (HGPs), which increases the weight gain of cattle. The MSA considers the presence of naturally occurring steroids and artificial promotants. Following slaughter, meat is assigned a carcass grade which outlines the carcass’ lean and fat content. This assessment is completed before hanging and influences the MSA grade given to the meat. The hanging method utilised impacts the tenderness and subsequent eating quality of meat. Meat marbling refers to the intramuscular fat of the meat which creates a marble-like appearance.
All these facets are incorporated to give the red meat a grade under the MSA system. The MSA adheres to international standards and its implementation in Australia is overseen by M&LA. The system has been trialled in numerous other countries and has been shown to have varying degrees of effectiveness in European countries.
Environmental initiatives The production of meat and livestock is a significant contributor to climate change. In Australia, these industries are collectively the third-largest emitter of greenhouse gases and are responsible for 56% of all methane emissions. M&LA has funded and participated in projects which aim to address the environmental impact of livestock production.
National Livestock Methane Program