The Vision: to ensure the King Island brand has the best brand image of all red meat products in Australia and the products gain a reputation for excellence throughout the world.

The Mission: to ensure network members meet business and personal goals by working together. They will efficiently provide beef products that demonstrably meet the demands of domestic and export consumers for excellent eating quality, reliability and food safety, as well as managing supply to ensure availability as required.

The King Island Beef program has three key features:
Coordination with the marketing and promotional activities undertaken by all King Island products;
A strategic alliance formed between King Island Meat Company and beef producers to control the type and supply of product, coordinate quality and food safety issues between businesses, and provide a coordinated framework for marketing King Island beef;
Develop opportunities for producers to increase efficiency of production and raise profitability on farm.