What is #TrueAussie?
What is #TrueAussie all about?
#TrueAussie is a single brand identity for all Australian red meat. It has 3 global brand pillars.
- The Ideal Home: Australia’s red meat provenance story
Australia is a large country with lots of space for animals to roam. An island nation with great border protection and biosecurity, Australia is free from disease. Animals are sustainably raised on natural pastures with a range of climates. Australia’s diverse climate, grass and grain provides for continuity of supply. Last but not least, Australia is a friendly place – we value trust, integrity and relationships.
- Peace of Mind
Our world-leading systems ensure our product is ‘fit for purpose’. To be certified #TrueAussie, production must be subject to a range of on-farm and off-farm systems and processes. These focus on product quality, traceability, transparency and integrity, animal welfare and sustainability.
- Pure Enjoyment
#TrueAussie is underpinned by Aussie lifestyles and our great quality product. Grass & Grain Fed provides for versatility across cuisines and regions. Our product is healthy and nutritious, with great flavor and quality that is underpinned by research, for e.g. MSA , a voluntary grading program that accurately predicts the eating quality of Australian beef, enabling suppliers to deliver consistent quality beef to consumers.
Meat Livestock Australia (MLA) manages #TrueAussie licensing. Not all products can be certified #TrueAussie, and MLA upholds high certification standards when awarding licenses. Happily, you can be assured that you are getting high-quality, #TrueAussie Beef & Lamb, when you shop with The Meat Club.