The AUS-MEAT Language used across all elements of Australia’s beef industry is to be modernised to ensure greater consistency and better reflect consumer requirements as part of the industry’s response to the Beef Language Review White Paper.
The Beef Language Review was initiated by the peak industry councils – Australian Meat Industry Council (AMIC), Australian Lot Feeders’ Association (ALFA) and Cattle Council of Australia (CCA) – and examined how developments in science and technology and growing consumer understanding might reshape the language used in the Australian beef industry.
The Beef Language was first developed in the 1980s and while enhancements have been made to the language over time, the review was the first “Whole of Chain” approach to ensure the language continued to facilitate information transfer at all points from ‘Conception to Consumption’.
The review addressed the need to ensure the AUS-MEAT Language continued to serve the needs of both international and Australian customers, who relied on it to deliver on their commercial trading requirements.
Broadly, the White Paper:
Recommended potential future changes to the AUS-MEAT Language in light of current and future developments in science and technology, customer requirements and international market access requirements;
Considered existing and potential new descriptors (objective and subjective) at each stage in the red meat value chain – production, processing, wholesaling, retailing, consumption and future regulatory requirements;
Developed a range of future Language options, tested those against a range of trading situations and proposed a preferred option for industry.
Following a period of consultation over the White Paper’s recommendations, a working group involving AMIC, ALFA, CCA and Meat & Livestock Australia (MLA) reached a consensus position on the recommendations which will be implemented.
The peak industry council representatives said the project was a great example of industry collaboration.