THE BLOODY LIE: Red meat industry determined to keep products on plates in Australia and abroad

So how do producers plan to continue keeping their meat on your plates? Provenance: The 'origin' of the animal on your plate, that it was treated 'humanely' and it came from an 'environmentally conscious' operation.

LARA WEBSTER: ‘The Australian red meat industry is facing challenging times, with attention growing around healthy diets, veganism and plant-based proteins… Sharing the narrative of the products is becoming more difficult, particularly as veganism grows and animal activists become more vocal through protests and social media…

So how do producers and processors keep their beef, sheep and goat meat on plates here and abroad? How do they also increase the appetite for meat when some consumers are turning their backs due to environmental and welfare concerns?…

What now plays an even bigger role in selling Australian-grown meat is provenance; the origin of the animal on your plate. It has become increasingly important to consumers to know the story of how an animal was produced, where it was produced, that it was treated humanely and came from an environmentally conscious operation…

The most valuable market for Australian-grown red meat is in fact Australia, but the pressures from alternative proteins are increasing. So to keep red meat sizzling in Aussie kitchens, Meat and Livestock Australia (MLA) has invested in learning more about what consumers think, feel and want. It includes what MLA says is world-first shopping research, with virtual reality used to see how customers behaved when they shopped for meat…

Despite the conversations around better eating, animal welfare and alternative proteins, consumer data showed the number of households that ate beef (90 per cent) and lamb (76 per cent) last year was still high, MLA said’.  SOURCE…

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