•    In this section:
• Domestic marketing
• International marketing

Marketing red meat

MLA promotes the high quality of Australian red meat to both the domestic and international markets – its versatility and enjoyment, and value for money, with a particular focus on the important nutritional role red meat has in a healthy diet.

Promotional activities are undertaken directly with retail consumers as well as foodservice outlets, such as hotels and restaurant chains.

Domestic marketing

The domestic market is the largest market for Australian beef and sheepmeat. Building and sustaining this domestic demand is therefore a core focus for MLA.

Find out more about MLA's domestic marketing activities including consumer campaigns, nutrition program and our work with retail and foodservice

Latest news: In the latest lamb campaign, Sam Kekovich is asking the United Nations to declare 26 January International Australia Day.
View Sam's 2010 address to the United Nations

International marketing

Australia is also the world's largest exporter of red meat and livestock, exporting to more than 100 countries. Exports represent 60% of the industry's trade, making it critical to protect and expand our access.

MLA works to develop brand recognition for Australian red meat in our export markets, and to position our products as high quality, premium products offering enhanced customer enjoyment.

Australia’s ‘clean, green’ image and our reputation as a supplier of safe, quality red meat underpin MLA’s international marketing activities.