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Back to Marketing beef & lamb

Domestic marketing

The Australian domestic market is the largest market for Australian beef and sheepmeat.

Building and sustaining domestic demand is a core focus for MLA.

Marketing activities undertaken on behalf of the Australian red meat industry are focused on the consumer - the primary source of demand. These activities also focus on areas of demand generation, where it is unfeasible for individual enterprises to take the initiative, either through lack of commercial incentive or insufficient resources.

MLA's three major consumer marketing campaigns are: