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: Laurie Lawrence returns to television screens across the nation to encourage Duncan Armstrong that with top Aussie beef and a free copy of Entice, anyone can cook a mouth-watering beef casserole.
View the beef casserole TV commercial here
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.