UK & Europe

Across the UK & Europe, MLA is focused on promoting the high quality and strong reliability of Australian beef, lamb, mutton and goat at every opportunity.

UK

Since the implentation of the Aus-UK Free Trade Agreement in 2023, MLA has dedicated resources based in London to support Australian red meat exporters make the most of the opportunities that the FTA unlocks.

Key focus areas include marketing and educational activities across the foodservice and retail sectors, promoting the provenance story of Australian red meat including sustainability, 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. Therefore maintain and improve market access is one of the key strategies in Europe.

Additionally, MLA’s marketing activities are focus on creating commercial opportunities to increase value whilst maximising volume under market access conditions. The team works closely to Australian meat suppliers and EU importers to enhance promotion to high end retail and foodservice.