Mission: To drive world-class innovation, adoption and strategic policy development through genuine partnerships built on trust. Purpose: To enable Australia to build the most competitive, profitable and sustainable red meat processing industry. Advanced Manufacturing: Human product handling is halved through technology advancement to reduce injury rates, maximise yield and processing efficiency. Sustainability: Australian processors are recognised as global leaders in environmental stewardship and acknowledged as responsible businesses with positive economic and social impacts on their communities. Technical market access and markets: Australia is the preferred trading partner for premium red meat products globally, with unrivalled access to high value markets. Product and process integrity: The Australian red meat industry maintains and further enhances its international reputation for safe, sustainably sourced, wholesome red meat products.