The National Farmers’ Federation (NFF) and Meat and Livestock Australia (MLA) will work together over to expand the use of the “True Aussie” brand across Australian products.
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NFF president Brent Finlay said Australia had long been a key provider of premium, safe food to the world.
“We want the world’s consumers to be sure that what they are getting is truly Australian — True Aussie,” he said.
“So, the NFF has agreed to work with Meat and Livestock Australia to ensure that the world knows exactly when it’s seeing the genuine article.”
“True Aussie” was developed by MLA in conjunction with the cattle, sheepmeat and goat industry representative bodies: the Cattle Council of Australia, the Australian Lot Feeders’ Association, the Sheepmeat Council of Australia and the Goat Industry Council of Australia.
MLA managing director Richard Norton said the red meat industry was proud of the achievements of the “True Aussie” brand in key global markets since it was launched 12 months ago.
“The red meat industry identified the need for a common brand to underpin the quality and the clean, green and safe positioning of Australian beef and lamb,” Mr Norton said.
“The brand was developed using detailed consumer insights and research about Australia’s positioning in our key export markets.”
Co-principal of Rennylea Angus Stud at Culcairn Lucinda Corrigan, a director of the MLA, was involved in the development of the True Aussie brand.
“It’s modern, it’s smart, it’s unified and good for Australian farmers,” she said.
“Asian consumers are conscious of clean-green products and this helps us to be a preferred supplier across a whole range of agricultural products, with each having to be certified before it can use the True Aussie brand.”
