Quality Meat Scotland’s “Meating Our Potential” partnership campaign with the Scottish Red Meat Resilience Group (SRMRG) is a standout example of meaningful, industry-driven action. With layered messaging, credible data, and a deliberate rollout plan, it reflects the kind of alignment many in the GMA network are aiming to build within their own regions.

Kit Arkwright, CEO of Beef + Lamb New Zealand, and Nathan Low, General Manager of Marketing and Insights at Meat & Livestock Australia, share insights about their latest lamb campaigns.