[2][3][16] The corporate group also participates in environmental initiatives alongside government authorities and other research bodies, which aim to address the contribution of the livestock industry to climate change in Australia.

[7][22][23][24] Statutory obligations which have been imposed upon M&LA by the Australian government, require the corporate group to undergo regular independent reviews of its performance and efficiency.

[25][26][27] Marketing campaigns are produced by M&LA to promote red meat consumption; however, many advertisements have been subject to criticism, regarding cultural appropriation and discrimination allegations.

[42] The M&LA corporate group was made responsible for the research and development functions of AMLC and the MRC goal to providing production support.

'[60] marketing campaign which was launched in 2017,[61] strives to increase consumer engagement with the red meat industry and promote consumption by providing recipes which incorporate beef.

[5] In 2005, M&LA Ltd. launched a campaign in collaboration with Co-op Islami[64][a] to promote red meat consumption by families in the United Arab Emirates.

[6][68] The prize of the competition consisted of four tickets to Australia and a guided tour of Australian farms and processing facilities which adhere to Halal principles.

[85][86] Where a vendor holds livestock that could potentially be a threat to buyers and their interests, ISC can assign one of the nine NLIS Early Warning statuses to the seller's PIC.

[105] The partnership also strives to develop innovative technologies to assist various participants in the red meat industry, including producers and vendors.

[118] It provides a weekly moving average of the number of young cattle sold across the Eastern states of Australia; Queensland, New South Wales and Victoria.

[150][151][152] The implementation of production and management techniques encouraged under NLMP was found to assist in the reduction of beef cattle methane emissions by 24% nationally in 2015.

[156][157][158] M&LA aims to support this goal by funding research into carbon storage systems and formulating environmental management strategies which can be implemented by livestock producers.

[161][157][160] Detailed and consistent policy, alongside strong incentives for producers, is considered vital on behalf of M&LA to achieve carbon neutrality within this restricted time period.

[145][164] The findings from the study orchestrated in conjunction with CSIRO and James Cook University promoted the inclusion of Asparagopsis, which is a species of red algae, as a supplement in cattle feed.

[167][168][169] As MDC receives funding from the Australian federal government,[96][97] the performance of the M&LA corporate group is regularly monitored through mandated independent reviews.

[25][172][173][174][e] The independent review conducted by ACIL Allen Consulting inquired into the efficiency, operations and overall performance of M&LA as an institution in the Australian red meat industry over the past five years.

[178][179] ACIL Allen Consulting concluded that M&LA was a large and complex authority, with numerous roles at all stages in the meat and livestock supply chains.

[98][180] The report indicates that M&LA has improved correspondence with shareholders and provided enhanced assistance to the Federal Government in the negotiation of trade agreements within the review period.

[25][181][182][page needed] The failure of M&LA to engage in major research and development projects that would provide a greater return to the meat and livestock industries at large was also raised in the report.

[190][191] The marketing services offered by M&LA aim to increase awareness of the benefits of red meat and encourage more domestic consumption.

[195] The initiative aims to promote lamb consumption by the Australian population in a comedic manner; however, this approach has attracted criticism in regards to the representation of Australia's cultural identity.

[29][196][197] 'Operation Boomerang' was a 2016 advertising initiative conducted by M&LA under the 'We Love Our Lamb' campaign, to promote red meat consumption on Australia Day.

[31][202][203] The ASB board held that the use of 'boomerang' by M&LA was not culturally insensitive towards Aboriginal Australians, referencing the colloquial definition of the word in the Macquarie Dictionary which encompasses the return of a person or object.

[207][208][209] The advertisement depicts Indigenous Australians welcoming the First Fleet and other migrants to Australia, for a beachside event featuring numerous icons from various cultures, including German beer and Chinese Fireworks.

[218][219][220] The society's president, Rajan Zed, commented on the request of removal sent to the ASB: "Lord Ganesha is highly revered in Hinduism...[and is] not to be used in selling lamb meat for mercantile greed.

Moreover, linking Lord Ganesha with meat is very disrespectful and highly inappropriate"[28] A review of this campaign was also conducted by the ASB board, in response to criticism by the Universal Society of Hinduism and the additional 200 complaints received from the Australian public.

[221][222][223] The ASB initially determined that M&LA was not in breach of the AANA Code of Ethics,[224] citing the campaign's humorous intention to promote religious inclusivity and multiculturalism.

In response to the COVID-19 outbreak, M&LA has developed online schemes to educate the Australian public on the importance of red meat consumption.

[251][252] Students have the opportunity to interact with Australian athletes during a live-streamed question time and discuss the potential benefits of incorporating red meat into their diets.

[16][256][257] M&LA targets these programs predominantly at schools in metropolitan areas of Australia, to address the deficient understanding of the red meat industry in urban communities compared to rural suburbs.