The red meat industry's short cut to survival

Meat consumption was in serious decline. In 1977 Australians consumed 70 kg of beef and veal.

The Red Meat Industry’s Short Cut to Survival

Reg BrysonandShelley Cleary Campaign Palace

INTRODUCTION

In 1984, the Australian Meat & Live-stock Corporation (AMLC) restructured to reflect more of a marketing or commercial orientation. This was a critical refocussing, away from an accent on industry administration, regulation and export, the AMLC would now place more emphasis on the domestic market. This change was timely as the industry was suffering from extremely difficult times.

Consumption had for many years been in serious decline. Product image, from a complex array of perspectives, had deteriorated to a dangerously low level. At...

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