Red meat industry plans to double sales by 2030 in new strategic plan

The red meat industry plans to double its $28.5 billion in red meat sales in the next 10 years.

THE red meat sector wants to double the value of sales of Australian meat in the next 10 years.

That’s the ambitious target set out in the red meat industry’s strategic plan launched today, Red Meat 2030.

Red Meat Advisory Council independent chair Don Mackay said in his foreword the strategy was about “where our industry is now, and where it needs to be in the future”.

The plan states the industry has “set the ambitious vision for 2030 of doubling the value of Australian red meat sales as the trusted source of the highest quality protein”.

It said to achieve this they have to “work together” and “listen closely to customers and consumers”.

In 2018-19 Australian red meat sales were worth $28.5 billion — export and domestic sales combined.

The plan sets out six priorities — people; customers, consumers and communities; livestock; markets; environment and systems — which are connected to objectives and initiatives for achieving the goal.

Meat and Livestock Australia managing director Jason Strong said Red Meat 2030 provides a unifying strategy for the Australian red meat and livestock industry that will help ensure the whole supply chain is working together.

“Collaboration will be key to meeting the goal of doubling the value of Australian red meat sales and to strengthen the profitability, sustainability and global competitiveness for all participants in our industry,” he said.

RMAC is the custodian of the strategic plan and worked with industry to develop the plan.

Meanwhile, how the industry plans to deliver the strategy is still unknown.

RMAC has been reviewing the Red Meat Memorandum of Understanding since last year, with a single red meat industry body proposed in the White Paper released in July.

A report on progress of the White Paper recommendations is expected sometime next month.