International marketing

Australia exports red meat and livestock to more than 100 countries. These exports represent over 60% of the industry's production, making it critical to protect and expand our access to overseas markets. MLA works in these export markets to grow demand for Australian red meat and has overseas offices located in the key red meat market hubs.

MLA's six regional offices conduct customised marketing and market access activities. In addition, MLA runs a number of programs/activities across the globe tailored to each key export market and distribution channel. Australia's 'clean and green' image and our reputation as a supplier of safe, quality red meat underpin MLA's international marketing activities.

Eating Quality Assured

The Eating Quality Assured (EQA) program is underpinned by the internationally recognised Meat Standards Australia (MSA) grading system. The MSA system relates consumer feedback to beef production and processing pathways to ensure products meet consumer eating quality expectations.

The program is designed for trade, to support importers, distributors wholesalers and food service industry players using chilled MSA-graded Australian beef. The EQA trade mark is underpinned by MSA and EQA certification can be used to underpin individual Australian beef brands.  

The Industry Collaborative Agreement program

MLA and industry have increasingly recognised the value of MLA partnering with exporters to support individual brands in international markets through the Industry Collaborative Agreement (ICA) program. This support involves MLA and individual Australian exporters and/or overseas importers jointly funding specific marketing activities in an effort to grow awareness and demand for red meat products in the marketplace.

International beef ICA program

MLA formalised its cooperative international beef marketing activities with individual exporters in a program known as the International Beef Industry Collaborative Agreement (ICA) program in 2008. The program enables beef exporters to conduct a co-funded marketing program across export markets promoting Australian beef.

International sheepmeat ICA program

MLA introduced the International Lamb ICA program effective 1 July, 2010. The International Lamb ICA program will operate similar to the currently operational International Beef ICA program. The new International Lamb ICA program will not impact on the current in-country lamb ICA programs being conducted in North America.

The objectives of the ICA programs are to:

• Expand sales of the ICA participant's beef in specified markets.
• Enhance the impact and effectiveness of the ICA participant's beef and lamb marketing activities in specified markets.
• Strengthen supply chain relationships between the ICA participant and their in-country customers.
• Develop stronger recognition and positioning of Australian beef and lamb in international markets.

ICA documents

• International Beef ICA guidelines 2010-11 
• International Lamb ICA guidelines 2010-11 
• MLA International Beef ICA Annual Program Proposal 2010-11 
• MLA International Lamb ICA Annual Program Proposal 2010-11 
• MLA International beef ICA activity proposal
• MLA International Lamb ICA activity proposal 
• ICA activity outcome report

International tradeshow calendar  

MLA makes no representations and to the extent permitted by law excludes all warranties in relation to the information contained in this publication. MLA is not liable to you or to any third party for any losses, costs or expenses, including any direct, indirect, incidental, consequential, special or exemplary damages or lost profit, resulting from any use or misuse of the information contained in this publication.

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