Marketing Australian 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.
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. From 1998 - 2007, consumer spending in the domestic red meat category has grown from $4.9 billion to $8.1 billion – an increase of 65%.
There are five key areas of influence on consumer demand that form the basis of industry strategy, each with programs involving marketing and/or research and development (R&D) directed behind each area.
See our latest consumer campaigns
Download PDF: Domestic Marketing - WellRed Chapter 3 section 1 (PDF, 584KB)
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.
Australia’s ‘clean, green’ image and our reputation as a reliable supplier of safe, quality red meat underpin MLA’s international marketing activities MLA continues to design and deliver marketing programs tailored to each key export market and distribution channel in order to build demand for red meat around the world.
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Download PDF: International Marketing – WellRed Chapter 3 section 2 (PDF, 7.2 MB)
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