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our projects.

MLA and McDonald’s Beef Sustainability Pilot Project

Seftons was invited to work with Meat and Livestock Australia on a beef sustainability pilot project with McDonald’s Australia. The project involves testing a whole of value chain beef sustainability program to enable producers, feedlots and processors to demonstrate to customers around the world that Australian beef has been produced sustainably. We devised a communications strategy to showcase the pilot and position MLA and McDonald’s as industry leaders.