Cory Bernardi in strife over recruiting Lambassador Sam Kekovich

Cory Bernardi is embroiled in a legal stoush with Australia’s multibillion-dollar livestock industry after recruiting Sam Kekovich as a party ambassador.

Cory Bernardi and Sam Kekovich.

Conservative crossbench senator Cory Bernardi has formally responded to the peak body for Australia’s multi-billion-dollar livestock industry, telling it to focus on threats posed by a tax on emissions rather than his use of “lambassador” on Facebook.

Senator Bernardi is embroiled in a legal stoush with Meat & Livestock Australia after recruiting Australia Day lamb ad frontman Sam Kekovich as a party ambassador.

In a letter formally responding to a “cease and desist” notice from MLA’s general counsel Clare Stanwix, the Australian Conservatives leader rejected claims he had used its “lambassador brand” for a political advertisement, saying it was a Facebook post.

“ ‘Lambassador’ is a term in general usage around the world. Prior to its use on my Facebook page, we conducted a search of the IP Australia trademarks database and a broader search to confirm its unrestricted use in Australia and around the world,” the letter said.

“The Facebook post does not refer to the MLA or any of its registered intellectual property and makes no suggestion the MLA has endorsed, funded or is ­involved with the Australian Conservatives.

“Your time and MLA’s taxpayer-funded operations would be better targeted toward fighting threats posed by a tax on livestock emissions and the continual push to reduce herd numbers.”

The letter noted commercial and not-for-profit organisations used “lambassador” to refer to Mr Kekovich, who also used the term in his own published material.

“There is no requirement by Australian Conservatives or myself to inform MLA of Mr Kekovich’s support and endorsement of me or the Australian Conservatives,” the letter said.

Victorian-based Mr Kekovich, a former footballer and media personality, has promoted lamb for more than 10 years as MLA’s “lambassador”. Senator Bernardi has signed Mr Kekovich as an ambassador for his party, featured on his Facebook page with: “The Lambassador supports Australian Conservatives.”

The promotion angered the MLA, which fired off a cease and desist letter on Wednesday and demanded a published retraction.

“This advertisement raises a number of serious concerns,” Ms Stanwix’s letter said.

“MLA developed and has utilised ‘Lambassador’ as part of its marketing for over 10 years.’’

Mr Kekovich said: “I am my own person — I don’t see any conflict at all. I am a very proud promoter of lamb, but I am also a very proud Australian, who has very distinct views on decency and all of the things that 99 per cent of Australians believe in.”