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More to meat campaign highlights important contribution of red meat processors

23 February 2024
More to meat campaign highlights important contribution of red meat processors

AMPC’s More to Meat campaign is continuing in 2024, promoting the important role beef and lamb meat processors play in regional communities across Australia, and their significant contribution to jobs and the economy. 

Campaign advertising

From this February, our campaign is preparing to launch its advertising in select locations across New South Wales, Queensland, Western Australia, Victoria, South Australia and Tasmania. Our goal is to promote processors directly to communities familiar with the industry. 

This will include outdoor billboards, regional radio, digital video, social media, and print newspaper ads. Examples are included below. If you are a red meat processor, please let us know if you would like to be involved in our advertising by emailing Veneta Chapple

Regional media 

Promoting More to Meat through regional media has been a focus for 2024 already, and we have hit the ground running this year with several stories promoting the industry. 

On Thursday 22 February, Ipswich News Today published a story about the success of JBS Dinmore’s recruitment drive in Ipswich, which is being supported by the More to Meat campaign. 

More than 300 employees have been added to the JBS Dinmore red meat processing facility since September 2023. The recruitment drive is part of JBS’ plan to start a dual shift in Dinmore.

Chris Taylor was also featured in the article. He said:

“The JBS Dinmore facility is an exciting example of the number of jobs being created in red meat processing, like labourers, electricians and engineers. It is a lot more than you might think.”

“The JBS recruitment drive means 300 families will be supported by local jobs, and businesses right across the supply chain will benefit, including farmers, manufacturing suppliers, butchers, technology providers and transport companies.”

The link to read the story can be accessed here: 

If you are a red meat processor and you have a good news story you would like to promote through the campaign, please email Veneta Chapple

Social media 

More to Meat has continued to grow its supporters on social media, and we reached a great milestone over the holidays with more than 4,000 people now following our Facebook page. 

Social media content has included staff profiles from the industry and promoting how processors support local jobs and the meat supply chain. 

Please follow the Facebook page and share our content. If you are a red meat processor and you have staff you’d like to promote in our campaign, please email Veneta Chapple

We look forward to sharing more campaign updates throughout the year.