Aggressive promotion in the domestic market (beef)

Promise

Maintain beef’s popularity by building consumer confidence to use a wider range of cuts, and working with retailers and foodservice operators to raise, presentation, quality, merchandising and promotion.

Progress

Industry investment in branding and advertising, market research, channel development and stakeholder consultation has achieved strong consumer recognition in the domestic market and positively impacted beef sales.

Performance

MLA’s beef promotion program has protected beef’s 90 per cent market penetration in the face of strong competition from lower priced proteins. However, due to the size of the beef market it is difficult to calculate a specific return on this investment.

Read the full evaluation document - Aggressive promotion in the domestic market (beef)

Reference

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