Subscribe to MLA's e-newsletters

Stay informed with the latest red meat and livestock industry news, events, research and marketing.

Sign up
Back to News & Events

US Market Activation: Queensland Grainfed Beef Delegation 2024

26 April 2024

A recent delegate tour hosted by MLA’s North American team provided an opportunity to grow awareness of and preference for Aussie Beef among foodservice operations in the US.

MLA partnered with Toowoomba and Surat Basin Enterprise (TSBE) and Trade and Investment Queensland (TIQ) for a multi-day collaborative market activation in Las Vegas.

The aim of the partnership was to explore the opportunities presented in the American market, ultimately strengthening the position of Australia as a premier supplier of high quality, grainfed beef on a global scale.

Target outcomes included expanding market opportunities, networking connections, and developing in-depth market entry strategies, while increasing brand recognition and global competitiveness in the US market.

The tour kicked off 29 February with a luncheon at Wynn Las Vegas, including a Q&A with the hotel’s head of culinary, and included a VIP behind-the-scenes tour of the property’s state-of-the-art back-of-house banquet operations.  

That evening was a carefully curated industry event at the Border Grill restaurant at Mandalay Bay, co-hosted by TSBE and MLA with TIQ participation. The event highlighted Queensland beef in recipes created and served by Aussie Beef Mates from the US.

The participating MLA Beef Mates (brand ambassadors) included chefs Alex Espinoza, Jason Fullilove and Tiffany Sawyer, working alongside Border Grill Executive Chef John Baez.

Las Vegas area foodservice VIPs in attendance included decision-makers from such world-renowned operations as the Venetian and the Cosmopolitan, among others.

The following day, delegates ventured out into the greater Las Vegas area for a foodservice immersion to deliver insights into Las Vegas operators and the US foodservice market.

Designed to empower Aussie Beef producers to thrive in the competitive US beef market, make connections and facilitate meaningful exchanges in developing market share for Aussie Beef, the delegate tour made strides in advancing all of these fronts.