With consumers hungry for more information about where their red meat comes from, a second season of Meat & Livestock Australia’s popular YouTube series #GoodMeat will be launched this week.
The 10-part series provides consumers with on-farm insights into cattle and sheep farming in Australia delivered in a contemporary and entertaining format.
First launched in 2015 by MLA’s Target 100 program, the #GoodMeat campaign uses popular identities with a strong social media following to help farmers tell their stories direct to consumers.
Bondi Rescue’s Andrew Reidy Reid returns for the second online series, visiting three cattle and sheep properties around Goondiwindi in southern Queensland to explain biodiversity, rotational grazing and some more of the hot topics around red meat production including animal welfare and environmental sustainability.
The first video starring Reidy will launch this week, with nine episodes to follow each Wednesday through Target 100s YouTube channel.
Target 100 is also partnering with chef and social media sensation Rob Nicko Nixon to tackle topics including red meat nutrition and livestock transport.
MLA’s general manager communication and stakeholder engagement Clair Cameron said the series’ popularity showed people were very interested in where their food came from with the first #GoodMeat series attracting more than 200000 views on Target 100’s YouTube channel.
‘‘Engaging with consumers online through YouTube, Facebook and Twitter is vital for producers and the red meat industry as a whole,’’ Ms Cameron said.
‘‘MLA is expanding its digital strategy to help connect with consumers who are eager for more information about how their red meat is produced and a closer connection to rural Australia.’’
Ms Cameron said Target 100, which engages the community with how the industry is delivering the sustainable production of beef and lamb in Australia, played an integral role in allowing producers to tell their own stories.
■The first of 10 videos in the #GoodMeat series starring Andrew Reidy Reid can be accessed at www.youtube.com/watch?v=0R_Y9pl6NOs
■For more information on #GoodMeat and MLA’s Target 100 program visit www.target100.com.au