The Animal Feed Manufacturers Association of South Africa (AFMA), is the official industry representative body of the South African feed industry in the livestock feed sector and larger agricultural environment. As the official representative body for the sector, AFMA positions and aligns itself by identifying the business environment that will benefit its members. This is achieved through its liaison and cooperation with various directly affected groups. These include government departments; regulatory decision-makers; parastatals; forums; related associations, and value chain partners both locally and internationally. AFMA acts on behalf of, and represents, the animal feed industry on various platforms and committees to enhance, protect and ensure the present and future interests of the industry. These activities also include liaison and engagements on all levels, i.e. liaising, workshopping, debating and lobbying with the following primary interest groups: - Regulatory bodies. - Academia. - Industry participants. In this process, attention is focused upon: - The feed regulatory environment. - The research and technical environment. - The commodity trading environment. - Communication to members and the wider industry.