"AgForce Cattle representatives and the Cattle Council of Australia play a key role in deliberating and approving levy allocation," Mr Maudsley said.

"Our decision on levy spend in the US market is absolutely reliant on market intelligence and the relationship-building ability of Scott Hansen and his team.

"The passion, personal approach and commitment of the staff is incontestable.

"MLA's regional managers across the world are the eyes and ears for Australian beef producers, tackling trade relations and importer relationships requirements on a daily basis."

Mr Maudsley said identifying opportunities for innovation and differentiation was central to MLA's North American focus.

"Combined with the day-to-day discussions the MLA office in Washington has with trade customers regarding Australian beef and reinforced by the number of Australia exporters who have had MLA assist them in getting USDA approval for natural and grassfed labels - all factors point to growing opportunities for grassfed beef supply chains," Mr Maudsley said.

"It is easier to sit back and complain about the price you receive for cattle than under-stand the dynamics and complexities assoc-iated with trade negotiations, market access, consumer demands and supply chain logistics that go into building demand for beef.

"I encourage all producers to go into their marketplace to understand the facts, and to come along and participate in constructive industry discussion at AgForce's open forum in Rockhampton on September 15.

"Scott and his team are at the coalface of our consumers. In just a three-mile radius of the MLA office in Washington are 12 grocery retailers all competing for consumer dollars - and Australian producers, processors and value-adders rely on this first-hand knowledge and understanding of the marketplace to deliver what the consumer wants."