Marketing beef & lamb
MLA promotes the high quality of Australian red meat to both the domestic and international markets.
Promotional activities are undertaken directly with retail consumers as well as foodservice outlets, such as hotels and restaurant chains, highlighting red meat's versatility and enjoyment, and value for money, with a particular focus on the important nutritional role red meat has in a healthy diet.
Marketing red meat around the globe
The domestic market is the largest market for Australian beef and sheepmeat. Australia is also the world's largest exporter of red meat and livestock, exporting to more than 100 countries. MLA works to develop brand recognition for Australian red meat in our export markets, and to position our products as high quality, premium products that offer enhanced customer enjoyment. Australia's 'clean, green' image and our reputation as a supplier of safe, quality red meat underpin MLA's international marketing activities.
The eating quality of Australian red meat, and the systems to guarantee this quality, along with the sustainable production and environmental considerations taken by the industry, also form part of MLA's marketing activities. Programs such as Meat Standards Australia and MLA's integrity program, which is focused on connecting the red meat industry with urban Australia, help to achieve this.