Red meat integrity matters


Red meat integrity matters

Currie supports Meat & Livestock Australia’s (MLA) Integrity Systems Company (ISC) to deliver communications and engagement for the red meat industry’s integrity system – a system of food safety measures, quality assurance and traceability from paddock to plate that guarantees the integrity of Australia’s $22.9 billion red meat industry.

We began working with MLA on the Livestock Production Assurance (LPA) program in 2012. Our brief was to build awareness of the program, and ultimately bring about behaviour change – across sheep, cattle and goat farmers, ensuring they understoond exactly what they needed to do on their farms to produce safe red meat.

We developed a brand, communications and marketing strategy based on qualitative and quantitative market research with livestock producers. We used this research to segment the market and identify specific influencers, and create an initial two-year strategy including development of a range of tools and tactics to reach producers. This was supported by a national stakeholder engagement strategy, and a national media relations and advertising campaign.

Currie continues to work on the program and our brief has expanded to include additional ISC programs. Key activities include communications planning, a quarterly enews Integrity Matters delivered to 170,000 producers, stakeholder liaison, media relations, collateral production including videos, and issues management.

In 2017, the strengthened LPA program was announced introducing biodiversity and animal welfare elements, a free eNVD, and changes to the accreditation process. Currie conducted a range of activities to support the ISC with the announcement and subsequent implementation of the changes. This involved producer communications (including a video), stakeholder outreach and issues management.

Currie’s work helped to increase producers’ awareness and understanding of the LPA program. The 2018 annual independent research study showed a 93% awareness of the LPA program, up from an initial benchmark of 56% in 2012. The survey also covers wider issues such as perceptions of value of the integrity system and producers’ communications preferences. The results were used to tweak strategy, delivery and messages.

We also report progress regularly to MLA to ensure we are delivering the project on time and on budget, and provide monthly updates including media monitoring and analysis as required.