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Andrew Cox update: wrapping up 2023

20 December 2023

Welcome to the final edition of GMU for 2023. Next year is just over a week away, so let's reflect on the year that’s been.

This year has brought its fair share of challenges, from complex geopolitics to drier weather conditions in Australia, cost-of-living concerns, and a backdrop of uncertain global economic growth. But from a program perspective, it is also the year when a lot of the planning and development undertaken by MLA’s international team has come to life.

The global launch of ‘Aussie Meat Academy’ has been a stand-out this year. The academy is designed to educate and inspire trade professionals about Australian red meat. This year we have already held more than 240 events around the world, with more than 15,000 face-to-face attendees.

At the heart of the academy are the new ‘Aussie Beef Mates’ and original stablemate ‘Lambassador’ programs, which supported more than 80 senior and influential food professionals to visit Australia this year.

During their visits they engaged with producers, delved into our provenance and celebrated the exceptional potential of our produce – I have seen first-hand the passion that these ambassadors bring back to their home countries to promote Australian beef and lamb.

Our new Market Development Partnerships (MDP) program kicked off mid-year, with numerous exciting and customer focused co-funded promotions underway. The MDP program has since supported over 70 promotional activities across the globe.

Aussie beef, lamb and goat took centre stage at four major trade shows in 2023 (Gulfood, Supermarket Trade Show Japan, SIAL Shanghai and ANUGA in Cologne), hosting more than 100 exporter booths that sparked many thousands of trade enquiries.

To consolidate and enhance our program’s digital presence, we also launched the Aussie Meat Trade Hub website – your go-to resource for all things related to the global program.

As we prepare for some time off over the holiday season, I’d like to say a massive thank you to all of our program partners. Next year looks very promising, and the team is ready to work hard in developing opportunities to ensure that Australian red meat remains the preferred choice amongst global consumers in 2024 and beyond.