Aggressive promotion of Australian beef in Japan and Korea - the industry impact
Promise
Maintain a dominant position for Australian beef in Japan and Korea using aggressive promotion to ensure growth in long-term demand in these markets.
Progress
Following bans on US beef, Australia’s market share in Japan and Korea has increased as a result of greater awareness of, and loyalty to, Australian beef brands and confidence in Australia’s meat safety credentials. Australian suppliers now have a much higher profile in the eyes of retailers.
Performance
In net present value terms, the $173 million invested by MLA between 2000 and 2009 has helped to increase recognition of the safety and quality of Australian beef within North Asia. This has seen Australian beef secure the majority market share in Japan and Korea, delivering benefits conservatively valued between $815 million and $994 million with a benefit-cost ratio ranging from 4.7:1 to 5.8:1.
Read the full Aggressive promotion of Australian beef in Japan and Korea evaluation document
References
- Centre for International Economics (2011), Aggressive promotion of Australian beef in Japan and Korea
- TNS (2010), Usage and attitude survey, available on request
- Warwick Yates & Associates (2009), Independent review of the effectiveness of the additional $1.50 beef marketing levy
