International collaborative agreements

The Industry Collaborative Agreement (ICA) program

MLA and industry recognise the value of MLA partnering with exporters to support individual brands in international 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. 

International beef ICA program

MLA formalised its cooperative international beef marketing activities with individual exporters through the International Beef Industry Collaborative Agreement (ICA) program in 2008. The program enables beef exporters to conduct a co-funded marketing program across export markets promoting Australian beef.

With effect from 2011-12, marketing activities conducted by MSA licensed beef brand owners who trade in the Australian market have been included within the program. Eligible participants include licensed Australian beef exporters and/or MSA licensed beef brand owners who trade in the Australian market.

International lamb ICA program

The International Lamb ICA program operates similar to the currently International Beef ICA program, however it does not include marketing activities conducted in Australia. The new Lamb ICA program does not impact on the current in-country lamb ICA programs being conducted in North America. Eligible participants include licensed Australian lamb exporters.

ICA objectives

• 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

ICA documents

Beef

• Global Beef ICA program guidelines
• Global Beef ICA annual program proposal form 2011-12
• Global Beef ICA program activity proposal form 2011-12
•  Activity outcome report

Lamb

• International Lamb ICA program guidelines
• International Lamb ICA annual program proposal form 2011-12
• International Lamb ICA program activity proposal form 2011-12
• Activity outcome report  

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