The article discusses the debate around price transparency in the Australian cattle and beef industry, as discussed at Meat & Livestock Australia's (MLA) annual general meeting. The debate includes calls for mandatory reporting of prices paid by processors for cattle and supermarket beef prices, in response to consumer-farmer pay discrepancies. However, processors express concerns about the lack of information on farm conditions, which they say hinders business planning. The article also mentions the Australian Competition and Consumer Commission's (ACCC) criticism of the industry's lack of progress on its 2017 cattle and beef market study recommendations, which included price reporting and transparency improvements. Despite these challenges, MLA's managing director believes that mandatory price reporting could negatively affect the industry by promoting a commodity mindset and suggests that objective measurements and value-based marketing could address the issues instead.