Integrity Systems Company (ISC)

  • Stakeholder and Community Engagement
  • Strategy Development
  • Consulting

THE BRIEF

  • Work with Meat & Livestock Australia’s (MLA) wholly owned subsidiary, Integrity Systems Company (ISC)
  • Develop and implement a communications campaign to raise awareness and understanding of Australia’s red meat integrity system and the importance of its programs
  • Partner with regulators, industry stakeholders (agents, resellers, saleyard operators, feedlotters and transporters) and value chain groups to encourage producer adoption, and participation, in the red meat integrity system to increase compliance

THE SOLUTION

  • Establishment of, and ongoing engagement with, seven pilot sites in selling centre regions around Australia
  • Engagement with Peak Industry Councils, key stakeholders and local advisory groups
  • Raising awareness through events, advertising and collateral material including posters, flyers, letters and online resource pack
  • Engagement of eight champions and first phase development of champions’ content

THE OUTCOME

  • Livestock Marketing Campaign (LMC) to be rolled out nationally following the pilot
  • Increased awareness, and adoption, of the red meat integrity system to maintain Australia’s reputation as a provider of clean, safe food and to quickly respond to any food safety and animal health incident