Europe


Despite Australia's limited market access to the EU market, the MLA Brussels office is focused on promoting the high reliability and quality of Australian red meat at every opportunity. Differentiating Australian product from our competitors and positioning Australia as the preferred supplier of red meat are MLA's key underlying strategies in Europe.

Building awareness

MLA's marketing activities in the EU focus on targeted foodservice and retail promotions in conjunction with Australian red meat suppliers. The aim is to build awareness of the quality of Australian red meat. With the majority of Australia's quota in the EU being used to service customers in the United Kingdom. MLA assists this trade by identifying the product at the retail level via point of sale marketing and product recognition activities.

French Australian lamb logo

Tradeshows

MLA participates at targeted food trade shows in Europe in conjunction with Australian red meat exporters in Germany and France. Sixteen Australian red meat processors and exporters participated at ANUGA 2009 - the world's leading food and beverage trade fair in Cologne, Germany. Attracting international visitors beyond Europe, ANUGA provided the Australian industry with the opportunity to showcase product to international importers, wholesalers, distributors and retailers, potentially accessing new markets and generating new orders for Australian red meat.

Europe & Russia newsletter

Australian exporters and international customers can subscribe to MLA's monthly Europe/Russia newsletter to keep up to date with developments in European and Russian meat markets, MLA's international marketing activities and the latest market information in the region.

Marketing red meat around the globe


More information

Ben Larkin
Phone: 1800 023 100
Email: europe@mla.com.au


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