Marketing red meat in Australia
The domestic market is the largest market for Australian beef and sheepmeat. Building and sustaining this domestic demand is, therefore, a core focus for Meat and Livestock Australia (MLA).
Marketing activities undertaken on behalf of the red meat industry are focused on the consumer - the primary source of demand - and on those areas of demand generation where it is unfeasible for individual enterprises to take the initiative, either through lack of commercial incentive or insufficient resources.
Since 1998, the value of the domestic red meat category has grown to $8.7billion in 2006 – an increase of $3.4billion or 64%.
MLA’s three major consumer campaigns are Red Meat. We were meant to eat it, Beef. Get Into It and We love our Lamb
Our trade team works with retailers and food service operators across the country. More information on our Retailing and Food Service programs.
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