UK & Europe

Across the UK & Europe, MLA works on behalf of the Australian red meat industry to promote the consistently high-quality, and reliability of Aussie beef, lamb, mutton and goat across trade, retail, foodservice, and direct to consumers.

UK

MLA has a dedicated team based in London to support Australian red meat exporters make the most of the opportunities unlocked by the Australia-UK Free Trade Agreement, which entered into force in 2023.

Under the FTA, tariffs on Australian beef and sheepmeat will be eliminated after 2033. During the transition period, Australian beef has immediate access to a duty-free quota of 35,000 tonnes, increasing gradually to 110,000 tonnes in year 10, while Aussie sheepmeat has access to a duty-free quota of 25,000 tonnes, increasing gradually to 75,000 tonnes in 2033.

Focus areas for the MLA UK team include marketing and educational activities across the foodservice and retail sectors, promoting the provenance story of Australian red meat including its sustainability, leading animal welfare, traceability and consistent eating quality.

Europe

Australia’s beef and sheepmeat access to the EU is highly restricted by quotas, limiting the market potential. Maintaining and improving market access are the priorities for our European strategy.

Additionally, MLA’s marketing activities are focused on working closely with Australian meat suppliers and EU importers to create commercial opportunities to increase value while maximising volume under current market access conditions.