North America maintains appetite for Aussie red meat

The fundamentals underpinning demand for Australian red meat in the United States remain remarkably strong, despite ongoing trade disruption and policy changes.

Speaking on MLA’s On the Ground podcast, MLA Regional Manager for North America, Paul Da Silva, outlined why the US and Canadian markets continue to present significant opportunities for Australian exporters, while also highlighting the industry's response to the US safeguard investigation into lamb imports.

Strong fundamentals despite trade turbulence

Trade policy changes in the United States continue to generate headlines, but the day-to-day reality for American consumers and businesses is far more stable than news coverage might suggest.

While tariffs and market access issues remain an ongoing focus, beef has been exempted from recent tariff measures, reflecting the critical role imported beef plays in meeting US demand.

"The need for a reliable beef supply is constant," Paul said.

With North American beef supplies remaining tight, Australian beef continues to fill an important gap in the market. Red meat remains deeply embedded in American food culture, and consumers continue to seek out high-quality protein sources despite broader cost-of-living pressures.

"The fundamentals are still very strong. Americans love eating red meat and it's such a central part of their way of life,” commented Paul.

Lamb safeguard investigation gathers pace

A major focus for the Australian sheepmeat industry is the safeguard investigation launched by the US International Trade Commission (USITC) into lamb imports.

As Australia's largest lamb export market, the outcomes of the investigation are being closely watched across the supply chain.

Paul explained that MLA has been preparing for the possibility of an investigation for some time and has assembled legal, advocacy and industry support to help mount a comprehensive response.

MLA is working closely with Sheep Producers Australia (SPA), the Australian Meat Industry Council (AMIC) and industry stakeholders to ensure the strongest possible case is presented.

A critical component of the investigation is the evidence-gathering process. Australian exporters, producers and businesses with relevant information are being encouraged to participate through the official USITC questionnaire process.

"The only way that they'll be able to make information available to the ITC in this inquiry that will count as evidence is to complete a questionnaire," Paul said.

Beyond Australia's response, MLA is also gathering support from American importers, retailers and foodservice operators whose businesses rely on consistent access to Australian lamb.

The goal is ensuring US policymakers hear directly from US domestic businesses (across retail and foodservice) that rely on the reliable lamb supply from the current trading arrangements to deliver programs that meet the US consumer demand for lamb.

A market of enormous scale

For Australians less familiar with the US market, Paul says the scale of the opportunity is often difficult to comprehend.

The US meat market is worth approximately US$113 billion annually, making it one of the largest and most important protein markets in the world.

Retailers and foodservice operators that might be considered major players in Australia are often relatively small by US standards. That scale creates significant opportunities for Australian exporters capable of supplying consistent volumes of high-quality product.

"There are retail chains that most Australians would have never heard of that we would consider to be very large in Australia, which are considered kind of small or medium players here in the US," Paul said.

For Australian exporters, the size of the market means there are opportunities across premium, mainstream and value categories.

Protein continues to drive consumer demand

One of the strongest themes emerging from the North American market is growing consumer interest in protein and nutrition.

Consumers are increasingly seeking foods that deliver recognised health benefits, and red meat has found itself at the centre of that conversation.

Paul noted that messaging around protein is now coming from multiple directions, including dietary guidelines, health professionals, influencers and broader wellness trends.

"Consumers are hearing messages from every direction about protein," he said.

Whether dining at home, eating at restaurants or purchasing convenience meals, protein is becoming a key purchasing consideration. This trend is creating favourable conditions for Australian red meat, which is already widely recognised as a natural, nutrient-dense source of protein.

Importantly, red meat appears to be benefiting from a broader shift in consumer attitudes.

"There is a lot of momentum behind it. Consumers have really picked up on that," Paul said.

Rather than being viewed through the lens of previous debates around food categories and dietary preferences, red meat is increasingly being positioned as a natural and trusted source of nutrition.

Canada emerging as a major growth opportunity

While the US dominates export volumes, Canada is rapidly becoming an increasingly important market for Australian red meat.

MLA has recently expanded its Canadian presence, appointing a dedicated Market Development Manager based in Toronto to deliver Canada specific programs and to strengthen relationships in all channels across the country.

The investment reflects growing demand for Australian beef, lamb and goatmeat across major population centres including Toronto, Montreal, Quebec and Vancouver.

Like the US, Canada's domestic beef supply remains constrained, creating opportunities for importers seeking reliable sources of high-quality protein.

Australia's reputation for quality, consistency and reliability is resonating strongly with Canadian buyers.

Adding to Australia's competitive advantage is the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP), which allows Australian exporters to access the Canadian market without tariffs or tariff-rate quotas.

"Australia is very well received," says Paul, highlighting the strong cultural affinity between Australia and Canada. "The fact that product is coming from Australia makes people comfortable."

Combined, those factors are creating ideal conditions for continued market growth.

Goatmeat: the quiet success story

While beef and lamb often dominate industry discussions, goatmeat continues to deliver impressive results in North America.

Australia exported approximately 30,000 tonnes of goatmeat to North America last year, making it one of the country's most significant export categories.

Perhaps most remarkably, Paul estimates that around 99 per cent of the goatmeat consumed in North America originates from Australia.

"It's surprising because it's developed on its own, essentially," he said.

Demand is largely driven by culturally diverse communities where goatmeat has long been a staple protein. Consumption occurs both in-home and through restaurants, particularly within cuisines that traditionally feature goat dishes.

The category is also becoming increasingly accessible through mainstream retail channels, with frozen goat products now appearing in major supermarkets.

Goatmeat consumers already understand and value the product.

As a result, future growth opportunities centre on improving distribution, availability and awareness of Australian supply rather than introducing consumers to the category itself.

Looking ahead

While market access challenges remain a key focus, particularly around lamb, the broader outlook for Australian red meat in North America remains highly positive.

Strong consumer demand for protein, constrained local supply, favourable trade settings in Canada and Australia's reputation as a reliable supplier continue to support growth across beef, lamb and goatmeat.

For Australian exporters, North America remains not only one of the industry's most important markets, but also one of its most promising growth opportunities.