Australia’s #GoodMeat campaign returns

By Oscar Rousseau

- Last updated on GMT

Andrew 'Reidy' Reid speaks to an Australian cattle farmer about biodiversity
Andrew 'Reidy' Reid speaks to an Australian cattle farmer about biodiversity

Related tags Meat Beef Lamb Livestock Pork Poultry

Meat and Livestock Australia (MLA) has kick-started its popular #GoodMeat social media campaign to educate consumers on traceability, biodiversity, animal welfare and climate change.

The Good Meat campaign is a 10-episode YouTube series that explores some of the perceived issues associated with beef production. And on Wednesday 27 January, MLA’s Target 100 team posted the first video on its YouTube channel.

The video is a ‘how to’ on beef farming and stars Australian lifeguard Andrew ‘Reidy’ Reid, who rose to fame after the TV series Bondi Rescue.

Reid is a popular figure in Australia and his celebrity, coupled with his 26,000 Twitter follows, will be crucial in widening the appeal of MLA’s red meat campaign.

‘Effective and instant’

In the Good Meat series, Reid will visit three beef farms in Goondiwindi, southern Queensland, to find out how producers care for their animals. Australian chef Rob Nixon, who has over one million YouTube subscribers, will also tackle issues such as biodiversity, livestock transport and low-stress stock handling. 

Working with popular identities, such as TV presenters, who have a dedicated audience provides us with an effective and instant way to garner the attention of the community,​” said MLA’s communication manager Clair Cameron.

Our increased focus on the digital arena has resulted in more than 200,000 views of the #GoodMeat series on Target 100’s YouTube channel. Our Target 100 Facebook presence has also grown, with 60% of people engaged living in capital cities.

We use YouTube, Facebook and Twitter to engage in digital conversations and share the stories of what red meat producers and the wider industry are doing to improve animal welfare and environmental sustainability.

Target 100 is a vehicle for rural Australia to be accessible and for producers to tell their stories in their own words, which is why we’re seeking more and more farming families to join our online community and promote the industry.​”

Related topics Business Oceania Industry growth Meat

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