Aussie beef and lamb shine bright in the US
In recent months, Meat & Livestock Australia (MLA) has been making waves across North America. From bustling cities to vibrant culinary communities, MLA’s efforts are sparking new connections, building brand love and opening doors for Aussie beef and lamb like never before.
Social buzz: Quality over quantity
What happens when you focus on content that truly resonates? Engagement skyrockets. MLA’s social and digital channels recently saw a 300% jump in engagement compared to the previous period. That means our messages are connecting with the right audiences. The community is growing too – our social following is up 25%, and 35 lively posts reached more than 1.1 million people. The summer campaign, featured in FSR magazine, inspired over 272,000 foodservice professionals − driving thousands to explore our website, generating hundreds of new leads. Aussie beef also made a splash on the menu at Sharky’s Woodfired Mexican Grill in California – proof that Australian beef is deliciously making its mark.
Some of the online promotion with major Canadian retailer Sobey’s for Aussie Beef. Just one of the branded retail campaigns in progress.
Aussie Meat Academy: Learning, sharing, inspiring
The Aussie Meat Academy (AMA) is where passion meets expertise. In recent months, eight AMA events brought together chefs, foodservice leaders and industry insiders to Washington DC, Los Angeles, San Francisco, Miami and Palm Beach. A special online session was also hosted for college and university dining teams. The response? Over 360 attended, 80% rated their experience as excellent and nearly 60% said they were eager to put their new knowledge to work.
Our network of Lambassadors and Beef Mates is growing too − with new advocates joining from New York, Washington DC and Alabama. With fresh content and e-newsletters, our community just keeps expanding – over 1,500 new subscribers have joined the journey.
Lambassadors Saba Wahid-Duffy, Benjamin Udave and Renee Scharoff at the recent Aussie Meat Academy event in Boston. Image: Zheng Chia
Building partnerships, fueling growth
Behind the scenes, MLA’s team has been busy forging connections and supporting partners. The MLA team led more than 100 meetings with retailers, foodservice professionals and exporters − helping to launch and expand retail campaigns across Canada and the United States. From summer grilling promotions to educational summits, MLA is making sure Aussie beef and lamb are front and centre – on shelves, in kitchens and on menus. Digital campaigns and ambassador-led events are fueling excitement, while industry summits are positioning our products as must-haves for private label brands.
