Marketing beef & lamb
'Australian Beef. The Greatest.' inspires consumers to reconnect with beef by incorporating messages spanning versatility, nutrition, provenance, welfare, sustainability and eating quality.
Lamb is loved by all Australians and is also the perfect meat for sharing- any day of the week. Share the Lamb reinforces Australia’s bond with Lamb.
Good Meat is an online platform created by MLA on behalf of the red meat and livestock industry. It provides important information about cattle, sheep and goat production in Australia, focusing primarily on animal welfare, protecting the environment and health and nutrition.
True Aussie is a brand platform used to promote Australian red meat in export markets. Its role is to positively position Australian red meat, building awareness of key product attributes, and preference for Australian red meat over competitors.
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Fresh meat value share