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Brand building


Australian beef and sheepmeat are strongly recognised in the EU region for their high quality, being sourced from a production system that guarantees meat that is safe, raised with a high degree of animal welfare, sustainable and of reliable eating quality.

The main objective of MLA’s brand activities within the EU and Russia region is to increase brand awareness and sales events in the retail and foodservice sectors, as well as with consumers.

The True Aussie brand was successfully launched in October 2014, during the trade show “SIAL”, in Paris.


The full implementation of “True Aussie” across the region will be developed throughout 2015/16, identifying the unique brand attributes that effectively differentiate Australian beef and lamb from competitors and create further opportunities to improve value.