A unique program designed to help those working in the red meat supply chain upskill on communication and engagement will return from November this year. Meat and Livestock Australia (MLA) is once again seeking expressions of interest for their Red Meat Ambassador program.
Now in it’s fourth year, the program aims to empower ambassadors to become champions for the red meat industry.
The hope is that ambassadors will engage with people who may not have an agricultural background or knowledge of agricultural practices, so that they can understand the industry and the role it plays in food production for the nation.
The focus overall is very much on sustainable production and consumption of red meat as well as a general drive towards positive engagement around the food production industry as a whole.
Jess McKenzie, who works for Jeogla Station just outside of Armidale, was successful in being chosen as an ambassador and attended one of the 2023 workshops.
“I’d been working in the industry for a while and a friend of mine who was also applying for the program, encouraged me to apply too,” said Ms McKenzie.
“I was accepted and attended the workshop in March 2023 – it’s really all about working on the perception of our industry to outsiders, not necessarily trying to change opinions, but just making sure that their basing those opinions on education.”
“The workshops were incredibly valuable, not only from the opportunity to consider how those outside the industry see us but also for the chance to really work on my communication skills.”
Ms McKenzie has worked for Jeogla Station for 3 years now, assisting in the management of their 3000-head cattle feed lot.
“I can’t speak for how all stations treat their livestock, but I know here at Jeogla it’s always been a number one priority of ours to care for our animals and put their welfare first,” said Ms McKenzie.
“We don’t use motorbikes or helicopters, we’re a horse and dog-based mustering station only and we’re also 100% vendor bred for a 70-day grain fed market.”
“For those that don’t know what that means – it means we really look after our animals, both those in and out of the feed lots. I couldn’t work anywhere that didn’t treat their animals well.”
For Ms McKenzie, this is a big part of what she’d like to raise awareness about outside of the industry.
“This is where your end product that you see in Woolworths comes from. People need to know that the red meat industry isn’t all bad news.”
The three key skills that ambassadors are encouraged to develop are: communication, building trust, and engagement.
“Since the program’s inception, we have been blown away by the amount of interest from people across the red meat supply chain who want to be able to effectively tell the great story of Australian red meat production,” MLA Group Manager for Community Communications and Events Samantha Jamieson said.
Becoming an ambassador also offers people the opportunity to attend Ag Shows, community and industry events on behalf of MLA.
As well as training and mentorship opportunities, being a part of the ambassador program also offers participants vital networking opportunities within the agricultural sector, and access to an alumni program for future professional development.
This was another key aspect of Ms McKenzie’s desire to be a part of the program.
“This definitely isn’t a set and forget type thing – the industry is constantly changing and this gives me the opportunity to stay at the front of those changes,” said Ms McKenzie.
When asked what advice she’d give to those considering applying to be an ambassador, Ms McKenzie said, “I honestly can’t think of a reason not to – it really doesn’t cost you anything but time and offers huge benefits to you and the industry you’ve chosen to be a part of.”
“Yes, it’s a little bit daunting stepping into the workshops, and it’s a lot to take in but so worth it. I gained some really invaluable skills.”
Applications are now open for the 2024-2025 program. You can submit an expression of interest via the MLA website.
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