January 2025; Campaigns, January highlights, EUDR latest, Watching Briefs, and MLA’s 20th Summer Lamb campaign - plus much more!
Welcome to the latest GMA Insights Report, packed with the Big 5 topics shaping the red meat sector this month. From key campaigns to industry shifts, here’s what you need to know:
1. Current Campaigns
The MLA Summer Lamb campaign celebrates 20 years of success in boosting demand and consumer engagement. This iconic campaign continues to reinforce lamb as Australia’s summer protein of choice, with this year’s ad focusing on bridging generational and cultural divides.
Meanwhile, Quality Meat Scotland (QMS) has launched its powerful ‘Get in the Know’ toolkit, and National Lamb Day on 15th February will celebrate New Zealand lamb’s heritage and quality.
2. Watching Briefs: GLP-1 Weight-Loss Drugs & Consumer Behaviour
A major topic this month is the rise of GLP-1 weight-loss drugs, which are significantly altering consumer behaviour. Research from Circana, titled ‘Early Days of a Revolution: How GLP-1s Are Already Changing Consumer Spending’, highlights a shift in food purchasing habits. With these drugs suppressing appetite, their impact on the global meat sector could be profound. We break down the insights on page 4 of this report.
3. EUDR: What the Delay Means for the Red Meat Industry
The EU Deforestation-Free Regulation (EUDR), originally set for December 2024, has been postponed by a year to December 2025. This regulation requires beef, leather, and other key commodities to prove they are free from deforestation post-December 2020. The extension gives the red meat sector more time to adapt—but what does it mean for supply chains, compliance, and trade? Find the full analysis on page 5, and read our detailed blog below.
4. January Highlights
Veganuary drives global reduction in meat consumption, with 80% cutting intake by half after six months. Meanwhile, Trump’s executive orders withdrew the U.S from the Paris Climate Agreement and cut WHO funding, impacting sustainability and global health efforts.
5. Key events
Key industry events and moments are shaping 2025’s calendar. This month, we reflect on the October Denver event(listen to the audio sessions here and here) and preview what’s ahead for 2025 in page 10 of the report.
Want to make an impact? Our ‘Sector Snapshots’ (pages 3-5) outline:
✔ How you can engage with industry campaigns
✔ Key takeaways from major events
✔ Actions the sector can take
✔ How to share our collective voice
👉 Stay informed, get involved, and help shape the future of the red meat industry!