ONE of the farmer faces of Meat and Livestock Australia's red-meat campaign is Fergus Job, the executive officer of the Little River Landcare Group in central NSW.
The Little River Landcare Group, with a catchment area stretching from Dubbo to Orange to Parkes, has 400 members and up to 190 businesses on its books.
Mr Job said it was "vitally" important people beyond the rural sector were fed the right information in the right context.
"The issues of emission trading and farming sustainably for productive outcomes tend to get confused," Mr Job said.
"The MLA campaign is about making people aware there are environmental outcomes that red meat producers contribute positively to, other than reducing methane emissions."
He said landholders who sequestered carbon and improved water quality and soil health as part of a productive, sustainable system deserved to be recognised.
"This is not about politics. This is about showing that land managers in Australia genuinely care about the environment," he said.
Producers chosen for the campaign will open their gates to city journalists.
The producers include former Cattle Council of Australia president Bill Bray, of Walkerville, and former NSW farmer of the year Nigel Kerin, of Yeoval.
