Ambassadors for the Red Meat Industry

OBJECTIVE

Create a network of ambassadors who have the skills, knowledge and confidence to engage with the community about the Australian red meat industry across a range of activities.
ACTION

AgCommunicators has partnered with Meat & Livestock Australia to deliver the Ambassadors for the Red Meat Industry program since 2021. A major part of this project is holding two-day workshops across Australia where participants are trained in shared values communication, social media and media. Once they have completed the training, they are added to an alumni network where they are regularly given the opportunity to participate in MLA’s public-facing activities to utilise their skills.
RESULT

MLA now has more than 500 ambassadors in a network AgC helps to manage. Workshops consistently achieve a high satisfaction rating. Furthermore, participants consistently report a significant improvement in their knowledge and skills in engaging with Australian consumers to build trust in the red meat industry.