Industry collaborative agreements
MLA and industry recognise the value of MLA partnering with exporters to support individual brands in global markets through the Industry Collaborative Agreement (ICA) program. This support involves MLA and individual Australian exporters and/or overseas importers jointly funding specific marketing activities to grow awareness and demand for red meat products in the marketplace.
Global beef ICA program
The program is designed to enable MLA and the commercial red meat processing sector to work co-operatively to develop opportunities for Australian beef globally. Under the ICA program MLA will co-fund marketing and business development activities of eligible companies.
MLA will support individual company activities which are consistent with the objectives of the industry endorsed MLA international and Australian marketing strategies.
In 2011-12, MLA’s domestic MSA brand support program for beef was incorporated into the MLA global beef ICA program. MSA licensed beef brand owners who trade product in the Australian market are eligible to have marketing activities co-funded within the global ICA program.
Global lamb ICA program
MLA has formalised its cooperative international lamb marketing activities with individual exporters. The international lamb ICA program enables exporters to develop and implement co-funded programs with MLA across all export markets– resulting in the establishment of one ICA contract per exporter.
Under the international lamb ICA program, participating exporters will be able, on a mutually agreed basis, to change targeted markets in response to changing international market conditions.
From 2012-13, MLA’s domestic MSA brand support program for sheepmeat and the MLA international lamb ICA program will be combined to become the MLA global lamb ICA program. MSA licensed lamb brand owners who trade product in the Australian market are eligible to have marketing activities co-funded within the global ICA program. The MSA brand support program for sheepmeat will cease to exist.
- Expand sales of the ICA participant's beef and lamb in specified markets.
- Enhance the impact and effectiveness of the ICA participant's beef and lamb marketing activities in specified markets.
- Strengthen supply chain relationships between the ICA participant and their in-country customers.
- Develop stronger recognition and positioning of Australian beef and lamb in international markets.
- Encourage the expansion of individual MSA beef brands within the Australian market:
- Improve consumer satisfaction with beef through the delivery of a consistent eating quality
- Increase the adoption of MSA sheepmeat science and practices across retail, foodservice, wholesale and processing sectors
For all ICA participants