Meat & Livestock Australia (MLA) is an exempt public authority which provides research for the Australian red meat and livestock industry and promotes beef, lamb and goat meat in Australia and international markets. Its marketing activities include appearances by "Lambassador" Sam Kekovich. From mid-2011, the Australian Government has required the adoption of a new regulatory framework for Indonesian supply chains, including independent auditing, to provide greater oversight and accountability of in-market operations.