The Australian domestic market is the largest market for Australian beef and sheepmeat.
Building and sustaining domestic demand is a core focus for MLA.
Marketing activities undertaken on behalf of the Australian red meat industry are focused on the consumer - the primary source of demand. These activities also focus on areas of demand generation, where it is unfeasible for individual enterprises to take the initiative, either through lack of commercial incentive or insufficient resources.
MLA's three major consumer marketing campaigns are:
MLA's consumer website - www.BeefandLamb.com.au - provides information on Australian beef, veal, lamb and goatmeat including tips and techniques, nutrition, production and of course recipes.
The website also acts as a home for MLA's marketing campaigns and flagship consumer magazine Entice.