Marketing Beef, Lamb, and Goat
MLA's marketing programs foster the prosperity of the Australian red meat and livestock industry by demonstrating the value of red meat to consumers and customers in Australia and around the world in over 120 countries.
Grounded in insights
Our marketing activities are grounded in insights that reveal what drives consumer and customer preferences and choice when it comes to protein options – whether that is competitor proteins like chicken and pork or different country-of-origin competitors in our overseas markets.
We use these insights to design activities that promote the relevant benefits of Australian red meat and address the barriers that limit its consumption.
Domestic marketing campaigns
Domestic marketing
The domestic market is the largest market for Australian beef and sheepmeat so building and sustaining home demand is a core focus for MLA.
Aussie Beef. The Greatest.
Marketing campaign website for Australian Beef
Share the lamb
Marketing campaign website for Australian Lamb
International markets program
International marketing
Aims to measurably improve the economic and technical market access for Australian red meat; and make Australia the preferred choice of consumers globally.
Market Development Partnerships
Works with Australian red meat brand owners to build and market brands; and to educate our consumers and trade partners globally.
Community programs
Australian Good Meat - promoting the industry
Under the Australian Good Meat brand, MLA’s Community Communication program proactively promotes the industry’s credentials by generating robust, evidence-based information focused on our world-class animal health and welfare, demonstrated leadership in environmental sustainability, and the role of red meat in a healthy lifestyle.
Community sentiment research
Understanding community sentiment towards the Australian red meat industry is key to informing our investments in community communication and marketing to drive better understanding of red meat production and nutritional benefits for everyday Australians.
MLA Ambassadors for the Red Meat Industry Program
An intensive development opportunity which offers participants professional training in community engagement, communication through media and social media, and building trust with consumers.
MLA Social Media Academy
If you work in the red meat industry and have a passion for engaging with the broader community to tell the great story of Australian red meat on social media, the Social Media Academy is for you.
