Core tip: Do you know what red meat is? The World Health Organization defines red meat as the muscle tissue of all mammals, such as beef, lamb, and pork. In the global food supply system, red meat is one of the most traded and valuable agricultural products. Australia is the world's second-largest beef exporter and the largest lamb exporter, and is considered one of the most competitive red meat exporters globally. Australia's achievements are due not only to its vast pastures and low disease risk, but also to its highly refined export promotion practices.