One in three young Australian women have insufficient iron stores and are consuming just half their recommended daily iron intake, prompting Meat & Livestock Australia (MLA) to put the nutritional benefits of Australian red meat in the spotlight during Iron Awareness Week (12–18 October).
With iron deficiency remaining one of the world's most common nutritional concerns, MLA is taking its message directly to Australian healthcare professionals, consumers and key international markets to highlight the importance of iron-rich foods in a healthy, balanced diet.
MLA's Group Manager – Food and Nutrition, Monique Cashion, said the figures reinforced the need for greater awareness of dietary iron requirements, particularly among women.
"Iron is essential for maintaining energy levels, supporting cognitive function and keeping our bodies healthy, yet many young Australian women are not getting enough," Ms Cashion said.
"Lean red meat is one of the richest dietary sources of highly absorbable haem iron, making it an important food for people looking to meet their nutritional needs.
"With one in three young women having insufficient iron stores, we want to help Australians better understand where their iron comes from and how simple dietary choices can make a difference."
Taking the iron conversation into GP clinics
Recognising the important role of healthcare professionals in addressing iron deficiency, MLA has partnered with healthcare media platform Ausdoc to deliver targeted educational resources to general practitioners across Australia.
The initiative has already generated strong interest, with one in three GPs engaging with MLA's nutrition resources, which provide practical, evidence-based information to support conversations with patients about iron intake.
MLA has also taken its message directly into medical waiting rooms, with educational videos appearing across 926 GP clinic screens nationally.
"GPs regularly see patients presenting with symptoms such as fatigue and low energy, which can be associated with iron deficiency," Ms Cashion said.
"Providing healthcare professionals with credible nutritional information helps ensure patients receive practical advice about the role iron-rich foods, including lean red meat, can play in their diets."
Reaching Australians where they get their nutrition advice
Beyond medical clinics, MLA is targeting consumers through Facebook, Instagram and TikTok, recognising the growing influence of digital platforms on everyday dietary choices.
Animations, infographics and educational content will explain the differences between haem iron found in animal foods and non-haem iron found in plant foods, while providing practical advice on incorporating lean red meat into balanced meals.
The campaign also reinforces Australian dietary guidance on consuming lean red meat in moderation as part of a varied, healthy diet.
Australian red meat's nutrition credentials go global
The campaign is also extending into key Australian red meat export markets across Asia and the Middle East, where growing consumer interest in health and wellness is creating opportunities to promote the nutritional benefits of Australian beef and lamb.
In South Korea, research has highlighted anaemia concerns among middle-aged and older women, while the Middle East's expanding wellness sector presents opportunities to connect with increasingly health-conscious consumers.
MLA's international teams are delivering locally tailored nutrition content to strengthen consumer understanding of Australian red meat's role in a balanced diet.
"Australian red meat has a compelling nutrition story to tell, both at home and internationally," Ms Cashion said.
"As consumers become more conscious of the nutritional value of their food, there is a real opportunity to demonstrate how Australian beef and lamb can contribute to a healthy lifestyle.
"By taking this message into medical clinics, onto social media and into our international markets, we're helping consumers make informed food choices while reinforcing the value of Australian red meat."
