The head of Australia's red meat marketing body has admitted the live sheep exports scandal is damaging the industry's brand.
Meat and Livestock Australia managing director Richard Norton said he had never seen cruelty like the footage which showed sheep dying in filth on a voyage to the Middle East in 2016.
Mr Norton agreed the footage would push more Australians, particularly young people, towards vegetarianism.
"Industry had a big problem from those events," Mr Norton told a Senate estimates hearing on Wednesday
He said he was shocked by the footage, which sparked outrage from animal activists and an overhaul of the industry by government.
"No MLA staff member has ever conveyed to me in my time any animal acts like I saw in that footage," Mr Norton said.
Greens senator Lee Rhiannon grilled Mr Norton over his reaction to the scandal and whether he was doing anything to encourage a switch to chilled meat exports.
"Understanding consumers is pretty easy at the moment. They're very angry," Senator Rhiannon said.
But Mr Norton said it was MLA's role to provide information to the industry rather than regulate live exports or push for a switch to refrigerated meat.
Despite red meat's overall brand taking a hit, Mr Norton said initial data had shown sales weren't falling dramatically.
"Consumers in Australia understand exactly what's happening in this situation and perhaps understand there's no point punishing Australian farmers," he said.
The controversy prompted the government to bolster animal welfare standards on Middle East-bound summer voyages after a review by vet Michael McCarthy.
The reforms include reduced stocking densities and putting an independent observer on board ships.
The Australian Veterinary Association on Wednesday rejected the response, arguing the measures did not address animal welfare concerns.
