The non-profit organisation said it paves way for Aussie consumers to have an open source of information online on beef, sheep and goat meat production in the country.
MLA managing director Richard Norton said the Good Meat speaks directly to those who are curious and want further information about production process.
“Good Meat provides an engaging platform for red meat producers to share their story and demonstrate their commitment to best practice and continual improvement,” Norton said. “Through a transparent approach, Good Meat informs consumers and the wider community about the great work of Australian red meat producers and the quality product they produce. It emphasises the high standards already in practice while reinforcing the industry’s on-going commitment to animal welfare and responsible environment management.”
MLA’s new online portal Good Meat shows consumers how the local red meat is produced sustainably within high welfare systems and its important role in a healthy balanced diet. It also provides educational tools such as study guides, classroom posters, lesson and activity sheets, virtual farm visits, digital lessons and online board games.
“Farmers remain one of the most trusted professions in the community and are best placed to share information about the production of red meat. That is why Good Meat puts Australian red meat producers on centre stage – sharing their stories and values,” added Norton.