CoMarketing cut through

04 December 2015

MLA’s CoMarketing Program was launched in July 2014, replacing the Industry Collaborative Agreement (ICA) program with one introducing more rigorous assessment and reporting procedures.

The program is open to Australian beef, veal, sheepmeat and goatmeat brand owners and aims to help create customer loyalty and sustainable brand growth.

In its first year of operation, the program provided about $2.2 million in marketing activity funding to 50 beef companies and 18 sheepmeat companies, supporting 186 beef brands and 32 sheepmeat brands.

MLA Global Insights and Strategy Manager Samantha Jamieson said the new program was designed to increase value along the supply chain – including to producers.

“On review, and after working with each applicant, we ensured that more than 90% had a clear marketing strategy, to ensure MLA’s investment benefited not only the brand, but the industry as a whole,” she said.

The CoMarketing Program website has the reference materials, guidelines and forms necessary to apply for funding, including links to the e-learning program, which is a prerequisite for all applicants.

“If anyone has questions about the program they can also contact us directly,” Samantha said.

Here are two recent examples of MLA’s CoMarketing Program assisting Australian red meat exporters:

Sanger Australia: Australian chilled beef to be sold online to Chinese consumers

Mort & Co: Launch of a suite of commercial beef brands

More information

Majella Fernando, MLA

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