North America

Office overview

MLA’s North American office, based in Washington DC, leads efforts to build demand for Australian red meat across the US, Canada, and Mexico. The team coordinates market access, issues management, and marketing activities, ensuring Australian beef, lamb, mutton, and goatmeat are well-positioned in these key markets. 

Regional strategy

MLA’s North America strategy is built around targeted business development and trade marketing, aligned with global program objectives. The focus is on: 

- Expanding market access and supporting supply chain resilience. 
- Leveraging Australia’s reputation for high-quality, safe, and sustainable red meat. 
- Responding to evolving consumer and trade trends, such as premiumisation, health and wellness, and demand for transparency and sustainability. 

Marketing program 

The marketing program in North America is designed to: 

- drive awareness and preference for Australian beef, lamb, and goatmeat among foodservice operators, retailers, and consumers
- support the industry’s 2030 goal to double the value of Australian red meat sales and become the trusted source of the highest quality protein
- deliver category brand marketing, ambassador education, and targeted supply chain activities, including trade shows, menu promotions, and in-store campaigns. 

Business development 

MLA’s business development activities focus on: 

- lead generation through trade shows, face-to-face meetings, and relationship building with importers, wholesalers, retailers, and foodservice operators 
- providing market insights and supporting partners to capture opportunities in a dynamic market environment
- facilitating growth in premium segments, such as grassfed and grainfed beef, Wagyu, and lamb, as well as supporting the established manufacturing beef trade. 

Brand building 

Brand building efforts aim to: 

- increase awareness and preference for Australian grassfed beef and lamb, particularly in premium and niche segments
- highlight Australia’s strengths in quality, safety, animal welfare, and environmental stewardship
- position Australian red meat as the preferred choice for discerning consumers and trade partners, leveraging recent growth in chilled beef and lamb exports and capitalising on trends such as at-home premium dining and health-conscious consumption. 

Key market insights (2025)

- Australian beef exports to the US rose 31% year-on-year (YTD June 2025), with strong growth in both grassfed and grainfed premium cuts. 
- Australian lamb exports to the US increased by 5% year-on-year, with chilled lamb leading growth. 
- Brazil has emerged as a major competitor in the US beef market, while Australia remains the leading lamb supplier. 
- US consumer sentiment is cautious but open to premium experiences; retail and foodservice channels are adapting to changing preferences and economic conditions.