Client: Meat & Livestock Australia

MLA’s mission is to foster the long-term prosperity of the Australian red meat and livestock industry by investing in research and marketing activities. I worked with their digital agency to create the copy for their consumer-facing website, Good Meat. The content, which covers animal welfare, nutrition and the environment, all needed to be transparent and credible, and backed by research and data. The result is a comprehensive and engaging website that helps to dispel common myths about the red meat industry, and showcase the commitment of red meat producers to best practice and continual improvement.