North America
MLA's North American office is based in Washington DC and works to build demand for Australian red meat.
MLA co-ordinates market access, issues management and marketing activities for Australian red meat in the US, Canada and Mexico.
Marketing program
The marketing program in North America focuses on targeted business development and trade marketing activities. MLA aims to create opportunities to work closely with the North American trade and support them within the markets to develop Australian red meat exports to the region.
Business development activities are focused on lead generation (trade shows, face-to-face meetings) and developing supplier/distributor/end-user relationships. Trade marketing activities are focused on building awareness for the positive attributes of Australian red meat among a targeted audience.
These "push" and "pull" activities work together to increase the presence of branded programs in the retail and foodservice sectors. Market access and issues management activities underpin marketing efforts by creating a more open and predictable marketplace where current and potential end-users understand Australia's safety and quality assurance programs.
Marketing activities
MLA North America's marketing activities are aimed at increasing the awareness of Australian red meat and its attributes, providing education and skills development to end users and the trade.
Marketing activities include:
- Cooking competitions with chefs
- Recipe guides
- iPhone apps
- Providing Australian red meat product for official functions
- Information on where to buy Australian product in the North America
- Cooking, handling and nutrition information
- Online forums
Red meat marketing around the globe
More information
Phone: 1800 023 100
Email: info@mlana.com
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