Collaborative Marketing Program

The Collaborative Marketing Program aims to build the marketing capability of red meat brand owners to: 

  • Develop insights driven brand marketing strategies and effective marketing plans
  • Build awareness and preference to purchase Australian branded red meat products
  • Create customer loyalty and sustainable brand growth, and
  • Deliver added value back down the supply chain to producers.

Aligned to the MLA Global Markets Strategy, the CoMarketing Program supports brand owners develop and implement effective:

  1. Brand marketing strategies
  2. Business development activities
  3. Brand building activities

Download the  CoMarketing Program Guidelines and the Eligible Activities for 2018-19.

Full details of the program, and application process are available via the CoMarketing website and the E-Learning Program.


The CoMarketing Program is open to Australian companies (with an ABN) who are:

  1. MLA members, processors, or licensed meat exporters,
  2. Responsible for the organisation and payment of marketing activities for Australian red meat brands, and
  3. Willing to collaborate with MLA to deliver measureable results.

Prior to submitting an application to the CoMarketing Program, the company representative who is responsible for the development and administration of the CoMarketing Program, MUST have completed the online E-Learning program.

Depending on the markets in which the marketing program(s) will be implemented, the following criteria will also apply:

MSA Brand Licence

MLA encourages beef and lamb brand owners to have their brands underpinned by MSA, and to obtain an MSA Brand Licence to be able to incorporate the MSA logo in brand marketing activities.

  • Beef Brands – Australia: An MSA Brand Licence is required for beef brands promoted in the Australia market. Exceptions will be considered on a case by case basis for non-MSA branded products that are deemed by MLA as:
    • Innovative beef products, or
    • Value added product that is an extension of an existing (MSA) brand.  
  • Lamb Brands - Australia: An MSA Brand Licence is desirable for lamb brands promoted in the Australia market, however, exceptions will be considered on a case by case basis for non-MSA branded products that are deemed by MLA as:
    • MSA eating quality audit confirms the lamb could achieve MSA grade, or
    • Innovative sheep meat product, or
    • Value added sheep meat product that is an extension of an existing (MSA) brand. 

Please liaise with MLA prior to applying for non-MSA beef or lambbrands for marketing in the Australia market

  • Beef & Lamb Brands – Export:  MSA brands are encouraged for export to underpin consistency in eating quality attributes, however, is not a pre-requisite.

  • Veal and Goat Brands: At this stage, MSA is not relevant for veal or goat brands.

Country of origin

True Aussie/strategic alignment to Australia as country of origin in export markets:

  • In export markets, MLA encourages participants to have a True Aussie Brand Licence to underpin their own red meat brands, and to leverage the MLA True Aussie in-market programs.

  • Where True Aussie is not utilised to underpin a brand, the brand marketing activities must identify Australia as the country of origin, and align with the overall quality image for Australian red meat.

Grassfed beef brands underpinned by PCAS or other third party audited verification system

Grassfed beef brands that are underpinned by the Pasturefed Cattle Assurance System (PCAS), or another third party audited verification system for grassfed beef, are eligible for an additional 25% incentive (total 75% MLA contribution) toward eligible activities. Details of the verification system(s) will be required for each grassfed beef brand, uploaded to the CoMarketing site at the time of application.

Terms and Conditions of participating in the CoMarketing Program

Prior to submitting your application online, companies should fully consider the Legal Terms of the program, as only those companies that accept the terms and conditions are able to proceed to submit an application.

Key dates for the CoMarketing Program:

10 May - 8 June 2018:                        

Apply via the CoMarketing website.  Applications are due before 8 June 2018.

Applications received after this deadline will only be considered if budget has not been fully allocated.

MLA assess applications and advise participants.

July 2018:

Participants must submit individual activity proposals prior to the start of the activity.

Once activity has been complete, submit activity report (with invoice and required evidence). 

Mid-year Review:

Mid-year review 1 - 31 January 2019 to assess utilisation and progress against annual budget plan.

If budget is available after the mid year review, MLA will consider waitlisted and new applications.

Last quarter review:

Last quarter budget review (process as per mid-year review process) 1 - 7 April 2019.

July 2019:

Annual report on the year’s program due to MLA by 31 July 2019.

More information:

CoMarketing Program Guidelines

List of Eligible Activities

Legal Terms 

E-Learning program

Marketing Workshop reference materials

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