Foodservice represents around 30% of domestic red meat consumption. This is a constantly changing sector, driven not only by lifestyle and economic trends, but also by fashion.

Menu offers need to be constantly refreshed, providing both opportunities and threats for red meat's share of these offers. Further, the boom in the 'casual dining' segment and its dependence on low skilled labour poses continuing risks in the quality and safety of meat meals.

MLA's role is to encourage the innovative and imaginative use of red meat, to serve as an adviser to food service professionals about red meat, work with suppliers, provide training, research and assistance to the industry.