Meat & Livestock Australia (MLA) Market Research Report

Background

Overview

Meat & Livestock Australia (MLA) is a public company established in 1998 through the merger of the Australian Meat & Livestock Corporation and the Meat Research Corporation. As the declared industry marketing and research body under the Australian Meat and Live-stock Industry Act 1997, MLA is dedicated to fostering the prosperity of the Australian red meat and livestock industry. The organization collaborates with stakeholders to invest in research, development, and marketing initiatives that enhance producer profitability, sustainability, and global competitiveness.

Mission and Vision

Mission: To collaborate with stakeholders to invest in research, development, and marketing initiatives that contribute to producer profitability, sustainability, and global competitiveness.

Vision: Enduring prosperity for the Australian red meat and livestock industry.

Industry Significance

MLA plays a pivotal role in supporting Australia's position as a leading exporter of beef, lamb, and mutton, supplying premium meat to over 100 countries. The organization focuses on innovation, animal welfare, and environmental sustainability, ensuring the industry meets the growing global demand for safe, nutritious, and responsibly sourced protein.

Key Strategic Focus

Core Objectives

Double the value of Australian red meat sales.

Position Australian red meat as the trusted source of highest quality protein.

Areas of Specialization

Research and Development: Conducting research in animal health, welfare, biosecurity, genetics, breeding, feeding, nutrition, environment, sustainability, food safety, traceability, and business management.

Marketing: Promoting Australian red meat domestically and internationally through campaigns like "We Love Our Lamb" to increase consumer engagement and consumption.

Key Technologies Utilized

National Livestock Identification System (NLIS): A livestock identification and tracking system using Radiofrequency Identification Devices (RFID) to improve food safety, export assurance, and disease control.

Carbon EDGE Initiative: A program aiming for carbon neutrality by 2030 through emission reduction and carbon storage strategies.

Primary Markets Targeted

Domestic Market: Australian consumers, with campaigns like "We Love Our Lamb" to boost domestic consumption.

International Markets: Over 100 countries, including the United States, Japan, South Korea, and China, focusing on premium meat exports.

Financials and Funding

Funding History

MLA is primarily funded through transaction levies paid on livestock sales, the Australian Government, and voluntary contributions from industry partners. The levies are collected by the Australian Government on the sale of each head of cattle, sheep, and goat under the Primary Industries (Excise) Levies Act 1999.

Recent Financial Performance

In the 2024 financial year, MLA generated total revenue of A$281.5 million, with 287 employees across its subsidiaries.

Pipeline Development

MLA's pipeline development focuses on enhancing the Australian red meat industry's global competitiveness and sustainability. Key initiatives include:

Carbon EDGE Initiative: Aiming for carbon neutrality by 2030 through emission reduction and carbon storage strategies.

National Livestock Identification System (NLIS): Implementing a livestock identification and tracking system to improve food safety, export assurance, and disease control.

Technological Platform and Innovation

Proprietary Technologies

National Livestock Identification System (NLIS): A livestock identification and tracking system using Radiofrequency Identification Devices (RFID) to improve food safety, export assurance, and disease control.

Significant Scientific Methods

Carbon EDGE Initiative: A program aiming for carbon neutrality by 2030 through emission reduction and carbon storage strategies.

Leadership Team

Executive Profiles

Jason Strong: Managing Director and Chief Executive Officer of MLA.

Alan Beckett: Non-Executive Chair of MLA.

Competitor Profile

Market Insights and Dynamics

Australia's meat industry is a cornerstone of the agricultural sector, with the country being one of the world's leading exporters of beef, lamb, and mutton. The industry focuses on innovation, animal welfare, and environmental sustainability to meet the growing global demand for safe, nutritious, and responsibly sourced protein.

Competitor Analysis

MLA operates in a competitive environment with other industry associations and organizations, including:

Dairy Australia Limited: Focuses on the dairy industry.

PowerHousing Australia Ltd: A national network of community housing providers.

While not direct competitors, these organizations operate within the broader agricultural sector and may influence market dynamics.

Strategic Collaborations and Partnerships

MLA collaborates with various stakeholders, including the Australian Government, industry partners, and subsidiary companies, to deliver marketing, research, and development products and services to beef, sheep, and goat producers.

Operational Insights

MLA's strategic considerations include:

Market Position: Maintaining Australia's position as a leading exporter of premium meat products.

Competitive Advantages: Leveraging proprietary technologies like the NLIS and initiatives like the Carbon EDGE to enhance sustainability and traceability.

Strategic Opportunities and Future Directions

MLA's strategic roadmap includes:

Carbon EDGE Initiative: Achieving carbon neutrality by 2030 through emission reduction and carbon storage strategies.

National Livestock Identification System (NLIS): Enhancing food safety, export assurance, and disease control through improved livestock tracking.