Meat & Livestock Australia (MLA) has announced the return of the successful and popular Ambassadors for the Red Meat Industry program and is calling for any individuals across the red meat supply chain to apply.
Since its inception in 2021, the program has trained over 500 passionate individuals from across the red meat supply chain, equipping them with the skills to effectively engage their communities and share the positive story of the Australian red meat industry.
The program builds industry capacity in communication and community engagement, focusing on animal welfare, environmental sustainability, and the production of high-quality, nutritious red meat.
Participants gain practical skills in storytelling, social media, and public engagement, helping to foster greater understanding and support for the industry. Workshops will be held in Brisbane, Sydney, Melbourne, Adelaide, and Darwin over the next 12 months.
“If you’re passionate about the red meat industry and want to help shape its future by sharing your story, we encourage you to apply,” MLA managing director Michael Crowley said.
MLA’s community engagement efforts are underpinned by the Ambassadors program, which continues to receive overwhelmingly positive feedback from participants.
Ambassadors who participated in last year’s program reported a significant increase in their confidence and ability to engage with consumers, jumping from an average self-rating of 6.2 before the workshop to 8.7 afterwards.
In addition, 100 per cent of surveyed participants said they were actively using their new skills in everyday conversations, social media and public speaking, making the program a powerful tool in strengthening the connection between the red meat industry and the broader community.
“At the heart of MLA’s community engagement strategy is a commitment to open, authentic dialogue with the Australian public and our Red Meat Ambassadors are a cornerstone of that effort,” Mr Crowley said.
“By equipping passionate industry representatives with the tools to share their personal stories and insights, MLA is fostering a grassroots movement of informed, confident voices who can connect with communities across the country.
“These ambassadors play a vital role in bridging the gap between producers and the public, helping to build trust, address misconceptions, and highlight the very best of the industry.
“This approach ensures that community engagement is not just a top-down process, but a dynamic, ongoing conversation led by those who live and breathe the industry every day.”
To apply or learn more, visit the MLA Ambassadors for the Red Meat Industry Program
