Europe
The EU is one of Australia's highest value red meat markets (on a per kg basis). However, it is highly protected by import quotas, limiting Australian red meat to the region.
Recently, this market has experienced a sustained fall in production volumes as a result of the decreasing competitiveness of the local industry.
In addition, EU government support for production has fallen, with subsidies not being paid on a proportional basis against production but on a fixed amount per holding. Red meat in the EU is also facing increasing difficulties as the local population becomes increasingly concerned about animal welfare and environmental issues.
The MLA Europe office is based in Brussels, Belgium and has responsibility for the European Union (EU), Eastern and Central Europe, Western Europe, Russia and the CIS States.
Marketing activites
MLA Europe undertakes activities in the following areas:
Market access
The major focus given the EU's quota restraints and Russia's beef quotas.
Efforts centre on working to ensure existing access for Australian red meat is maintained and improved where possible.
Greater consumer choice
MLA works with importers and users of Australian red meat in the region to seek more choice (ie greater availability of imported meat) for consumers.
This is an ongoing activity supported by industry delegations, seminars and newsletters covering the latest developments.
Market development
Cooperative ventures involving MLA, Australian exporters and importers across Europe and Russia.
Various programs are used to build loyalty and consumer demand for Australian red meat including:
- Trade shows
- Cooperative branding
- Retail promotions
- Masterclasses and chef seminars
- Trade delegations/missions
Technical issues
MLA staff are also available to assist the trade with resolving technical issues.
Get the latest red meat export data to the EU
More information
Ben Larkin
Phone: 1800 023 100
Email: marketinfo@mla.com.au
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