AMCRA is a Belgian initiative that was launched in January 2012. AMCRA aims to fight against the selection and spread of antimicrobial resistant bacteria by promoting reduced and responsible use of antibiotics in veterinary medicine in Belgium. This requires joint action through an industry-wide approach, together with the authorities and all relevant stakeholders: veterinary practitioners, agricultural organizations, the pharmaceutical industry, compound feed manufacturers and the scientific world. In order to accomplish this mission, several strategic objectives were achieved from 2012 onwards and more objectives are planned in the coming years. Between 2011 and 2013, a reduction of 12.7% has been realized. Further communication and sensitization actions are warranted to continue this trend.