True Aussie Beef amongst Rugby World Cup action

11 October 2019

Classic Wallaby Mark Gerrard, with the True Aussie Beef mascot at the Musashino Rugby Festival.

Classic Wallaby Mark Gerrard, with the True Aussie Beef mascot at the Musashino Rugby Festival.


With the 2019 Rugby World Cup in Japan in full swing, Meat & Livestock Australia (MLA) is capitalising on the global event in our largest beef export market.

In September as the Rugby World Cup kicked-off, True Aussie Beef supported the Musashino Rugby Festival which featured a 'Classic Wallabies' vs 'Classic Japan' rugby match, featuring former Wallabies including George Smith, Lote Tuqiri, Justin Harrison, and Matt Cockbain.

The Classic Wallabies are the alumni of all Wallabies that have retired from the game, but continue to support the development of grassroots rugby through junior skills development clinics, fundraising events and exhibition matches.

The event also included a Junior Rugby 7’s tournament, and a free kids rugby coaching clinic.

MLA International Business Manager – Japan and Korea, Andrew Cox, said True Aussie Beef had been supporting a range of events across Japan leading up to the Rugby World Cup.

“In 2017, MLA Japan started the ‘Genki Kids’ program to help Japanese kids be more ‘genki’ with Aussie beef and sport,” Mr Cox said.

“The Japanese term ‘genki’, means something close to ‘healthy’ or ‘energetic’ in English, and insinuates vitality.  For a number of years, MLA has focused on ensuring True Aussie Beef is seen as helping Japanese families feel ‘genki’.

“Since then, we have supported many activities across Japan including junior rugby clinics and events, which have been attended by 1,990 kids. Genki Kids has been featured in media worth over AUD $400,000 in 2017-18.”

Among the players True Aussie Beef has invited along to the junior clinics is former Wallaby, Scott Fardy, who was living in the Japanese town of Kamaishi  and playing professional rugby there when the devastating March 2011 tsunami hit.

In keeping with the build-up to the Rugby World Cup, True Aussie Beef’s summer campaign in Japan this year features Japanese rugby union player and pin-up, Ayumu Goromaru.

The current summer campaign activity runs instore until the end of the Rugby World Cup in November.

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