Marketing red meat

MLA promotes the high quality of Australian red meat to both the domestic and international markets.

Promotion

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.

Primal value in the US - North America

MLA recently launched a new lamb value-adding resource for the US foodservice sector. From cuts to cuisine – A professional's guide to Australian lamb  has step-by-step cutting instructions to add value to primals such as shoulders, loins and legs 16 different menu concepts.  More North America marketing and market information

Energising demand for beef - Japan

New marketing material has been developed as part of the iron marketing campaign in Japan, focusing on promoting the energy provided by iron. Read more Japan marketing and market information

Customers roll up for in-store sampling - Korea

Customers at 122 Tesco supermarkets across Korea had the chance to taste Australian Black Angus beef from in-store sampling, where chilled chuck roll and chuck eye roll were offered at a 30% discount. Read more Korea marketing and market information 

Retailers get red meat know-how - China

Chinese retailers had the opportunity to improve their handling skills and knowledge of Australian red meat during MLA training sessions in Guangzhou, China, throughout August.. More South East Asia & Greater China marketing and market information

Cooking lamb is child's play - The Philippines

More than 350 children applied to take part in an MLA-supported Junior Chef Challenge in the Philippines, where the top fice contestants had to prepare a complete meal using Australian lamb as the main course in their final challenge. More South East Asia & Greater China marketing  and market information

Australian meat top of the world in Moscow - Russia

A crowd of almost 60,000 wholesalers, distributors, retailers and restraunteurs got to taste and see cooking demonstrations using Aussie Beef at the prize-winning Australia meat stand at the World Food Moscow tradeshow. Such events lead to partnerships that see exhibitors' products stocked in shops and supermarkets throughout Russia. More Russia marketing and market information

Promoting alternative cuts - Middle East

Chef workshops showcasing the versatility of beef and lamb and designed to increase carcase utilisation and reduce dependency on loin cuts, were held in Egypt, Lebanon and Jordan. More South Middle East & Northern Africa marketing and market information

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