A motion to wind up Meat and Livestock Australia (MLA) is doomed to fail but beef producers hope it ultimately will lead to a new industry body.
The Australian Beef Association says it will use the MLA's annual general meeting in Longreach today to demand the MLA be scrapped by the end of next year.
It's calling for a new organisation that will better represent producers, with a renewed focus on keeping and expanding key markets.
Beef association spokesman John Carter said the motion, which would require 75 per cent support, would not get up.
But he said it was about sending a message that the MLA was not doing its job, and he hoped a new entity could be formed some time next year.
"It won't be carried but we'll put all the pressure on we can," he told AAP ahead the meeting.
He said the industry had changed dramatically since the MLA was formed, and many of the marketing and research and development functions were being adequately carried out by others.
"We don't need that promotion anymore ... and the MLA is too focused on wasting enormous amounts of money on research and development work already being done around the world," Mr Carter said.
"It's gotten too big and has lost direction."
He said a new body would ideally focus on market reporting and beef grading.
"The MLA won't be wound up this year, but with enough pressure, over the next year or so it will happen."
MLA chairman Don Heatley told the ABC the body was focused on improvement, and was always looking for ways to better promote Australia's red meat industry.
He also defended the way the MLA had handled this year's ban on live exports to Indonesia, sparked by the cruel treatment of Australian livestock in Indonesian abattoirs.
"MLA can't take responsibility for the activities in a sovereign country over which we have absolutely no control," he said.
"Implying or placing blame is not going to fix anything."
