Middle East marketing
Building and maintaining networks are key steps in ensuring supply of Australian products to markets in the region. From its office in Bahrain, MLA provides technical support through product training, communication and cooperative promotional programs with key importers, retailers and foodservice operators of Australian lamb, mutton and beef. MLA also works with suppliers in Australia to increase trade acceptance and familiarity of our competitive advantages.
The region is currently experiencing unparalleled growth in the foodservice sector due to increased investment in tourism. This has been demonstrated by double-digit growth in the number of hotels over the past five years. MLA is working with Australian exporters to capture market share in the evolving foodservice channel; current activities include public relations campaigns and trade marketing initiatives including the MLA Black Box Culinary Challenge. The rapid expansion of international retailers across the region is changing the traditional retail landscape and creating opportunities to expand the retail presence of Australian red meat products.
A range of activities with targeted retailers based on category management principles are underway. These activites including food sampling, point of sale material and print media advertising to maintain and increase consumer awareness and purchasing intent for Australian lamb.
Visit MLA's website targeting consumers in the Middle East region www.meatlivestockaustralia.com
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