Project Cyclone: Defining insights into Australia’s global positioning of MLA’s integrity system to understand the value proposition for the supply chain (trade and consumers) across markets

By understanding trust as a proxy for product and systems integrity of red meat production, this research aims to generate insights that will support the view that, globally, Australia’s red meat integrity systems is the best. This trust positioning could be expressed in a number of ways (e.g traceability, provenance, product verification & quality, animal welfare, environment, safety, etc) that are meaningful to different parts of the value chain based on their interpretation.