Korea
MLA actively supports the marketing of Australian red meat in Korea.
MLA's activities in Korea aim to encourage increased sales of Aussie beef in this important market. The activities include:
- Pencil Box Culinary Challenge - The Challenge aims to nurture young chefs and provide them with an opportunity to learn about the Australian red meat industry, and recipes and food products used in restaurants across Australia. The challenge targets culinary students under 25 years of age, offering them an opportunity to showcase their talents and go on to become outstanding chefs and ambassadors for Australian beef.
The latest challenge was held on 2 April at the Global Culinary and BP College in Seoul. Participants were evaluated on preparation, cleanliness, creativity, presentation and taste. Ingredients were revealed on the day and contestants were given three hours to prepare two dishes – one from chuck eye roll and the the other from topside.
This year's competitionsaw an increasing number of students from non-culinary high schools and non-culinary university majors, all whom achieved excellent results. All ten winners were awarded prizes and trophies, with the top six winners given the opportunity to join an MLA Korea-sponsored delegation to Australia.
- In-store sampling - MLA co-funds in-store sampling of Australian beef throughout retail outlets in Korea to allow consumers to taste Australian beef to assist them in their purchasing decision. Australian beef is sampled in hypermarkets, department stores and supermarkets countrywide, averaging over 1,000 retail outlets per month.
- Kids Love Beef - The Kids Love Beef campaign focuses on educational programs for families with children and informs them on the nutritional benefits of beef and healthy eating habits.
- Online activities - MLA's Korea websites include www.ilovebeef.co.kr and www.ilovelamb.co.kr. These sites provide information on the Australian red meat industry, trends and market data, and places where you can purchase Australian red meat.
Marketing red meat around the globe
More information
Tim van Es
Phone: 1800 023 100
Email: korea@mla.com.au
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