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Australian Cattle Council : Yearbook 2010
29 YEARBOOK 2010 CATTLE COUNCIL OF AUSTRALIA Greg Brown President Cattle Council of Australia Cattle Council, Sheepmeat Council of Australia, Australian Lot Feeders' Association and the Australian Meat Industry Council. MLA's domestic marketing team and regional managers from Japan, Korea, North America, Middle East/North Africa, South East Asia/Chinas and Europe/Russia discussed the proposed market access and marketing activities and anticipated budgets for 2010-11 over the three days of meetings. The proposed marketing plans were made against the backdrop of increased competition from US beef in North Asia and the need to bolster the industry's nutritional and environmental messages. The key outcomes endorsed by the taskforces included: • Responding to the increased competition posed by US beef in north Asian markets by defending the position of Australian beef and growing demand in niche segments; • Capitalising on the recent market access wins for beef in Europe and Russia and continuing to focus on improving market access across all red meat markets; • Recognition of the importance of Australian government agriculture counsellors located in key export markets; • Increasing investment in emerging markets such as countries in South-East Asia, Russia and the Middle East; • Increasing emphasis on Industry Collaborative Agreements (ICAs) -- jointly funded marketing activities with MLA and importers/exporters -- to market specific company brands; and, • Maintaining an emphasis on nutrition as a core domestic marketing program. These outcomes will feed into MLA's 2010-11 Annual Operating Plan that Cattle Council will evaluate before it goes ahead to ensure targeted outcomes are reached for producers. Overseeing the marketing cattle transaction levy From the $5 cattle transaction levy, $4.58 is allocated to MLA to carry out the marketing ($3.66) and research ($0.92) activities for industry. Of the remaining $0.42 cents, $0.13 is allocated to Animal Health Australia to ensure support for ongoing international and domestic market access for Australian beef, and the remaining $0.29 is allocated to the National Residue Survey to ensure food safety of, and market access for, Australian beef. YOUR MARKETING LEVY MLA is a producer-owned company, working in partnership with industry and government agencies to achieve a profitable and sustainable red meat and livestock sector. In relation to beef, MLA invests cattle producer levies to provide marketing for the beef cattle industry. Last year MLA members voted to maintain the cattle transaction levy at its current rate of $5 per head. Following discussions and debate with its members, Cattle Council supported the retention of the $1.50 marketing component of the cattle transaction levy as a result of MLA marketing programs delivering a return on investment. MLA's proposed marketing plan to grow demand for Australian red meat at home and abroad over the coming year were put under the microscope by Cattle Council and other red meat industry representatives at MLA's annual taskforce meetings in March 2009. The meetings were attended by exporter, processor and retailer representatives and peak councils including the Cattle Council of Australia oversees the spending of the cattle transaction levies by Meat and Livestock Australia (MLA), Animal Health Australia (AHA), and the National Residue Survey (NRS) on behalf of beef producers to ensure they are receiving the best possible results for every dollar invested. MLA's proposed marketing plan to grow demand for Australian red meat at home and abroad over the coming year were put under the microscope by Cattle Council and other red meat industry representatives at MLA's annual taskforce meetings in March 2009.