Elevating red meat education across Southeast Asia
In Southeast Asia, with markets’ growth and increased utilisation of Australian beef and lamb across modern channels, the delivery of Aussie Meat Academy (AMA) programs expanded this year. These initiatives are designed to build capability among trade and food professionals and ensure our products remain the preferred choice for chefs, distributors and retailers.
AMA activities have focused on practical topics such as integrity systems, eating quality, cold chain management and innovative approaches to secondary cuts – critical areas for driving profitability and maintaining consumer confidence. In Vietnam recently, more than 130 trade and media representatives attended the ‘Unlocking New Cuts and Culinary Inspiration’ showcase. It highlighted secondary cut utilisation and menu innovation with strong feedback and clear intent to apply these insights in-market.
AMA Vietnam, August 2025 – Unlocking New Cuts & Culinary Inspiration Showcase – held in Ho Chi Minh and Hanoi. The events were attended by more than 130 guests and featured unique cuts and menus from Aussie Beef Mates and Lambassadors.
AMA activities in Malaysia featured the highlight of the ‘Ultimate Butchery Challenge’, held in the lead up to the Food & Hospitality Malaysia tradeshow (23–26 September 2025). Sixteen teams from across the region competed in the dynamic event − demonstrating technical skill and creativity with beef blade, lamb leg and mystery cuts. Judged by Aussie Beef Mates and Lambassadors, the challenge underscored our commitment to fostering a skilled network of red meat advocates, promoting Australian red meat excellence.
AMA – Ultimate Butchery Challenge in Kuala Lumpur, Malaysia. 16 teams across Asia participated in this butchery and culinary challenge. The Taiwanese team won the competition.
Malaysia Food & Hospitality Tradeshow, Kuala Lumpur, 23–26 September 2025. The event saw four days cooking demonstrations and tastings by Lambassadors and Aussie Beef Mates’ chefs, and more than 2000 visitors to the MLA stand.
Complementary activities in Indonesia and Thailand provided chefs with hands-on culinary experiences, supported by Aussie Beef Mates and Lambassadors. These efforts generated significant engagement, with social media impressions exceeding 133 million across the region − amplifying the profile of Australian red meat and its competitive advantages.
Looking ahead, Meat & Livestock Australia (MLA) will participate in and coordinate red meat industry participations in two major tradeshows:
- Food & Hotel Asia − FHA 2026 in Singapore (21−24 April)
- THAIFEX 2026 in Bangkok (26−30 May)
These events present an excellent opportunity to showcase Australian beef and lamb to global buyers and we invite stakeholders to join us at these platforms to strengthen market connections and expand their presence in Southeast Asia.
