MLA conducts promotional events that support the Middle East and North Africa industry to grow demand for, and the value of, Australian beef and lamb. To generate this demand, the industry aims for high levels of consumer awareness of Australian beef and lamb, and more recently, the positive foundation attributes of True Aussie beef and lamb, and its positioning in the market.
The promotion of the True Aussie brand for both beef and lamb is done in conjunction with the importer / wholesale trade sector, and with large retail and foodservice partners. There is generally a seasonal focus, to develop awareness of Australian red meat at peak consumption periods, most notably around Ramadan.
One of the major selling points for Australian red meat in the MENA region is the integrity of Australia's food safety and Halal systems. The maintenance and promotion of these factors is important in developing an interest in Australian product among consumers.