ASEAN insights high value add red strategy

Summary

​Red meat sales to South Asia are generally commodity focused, and to date, many of the opportunities from the 600 million people in the ASEAN countries – Indonesia, Malaysia, Vietnam, Singapore, Philippines, Myanmar, Thailand, Lao, Cambodia and Brunei – have not been explored fully, even though they are our closest neighbours.  This region has stable growth projections, with GDP averaging 6%, and the increasing middle class wealth presents opportunities for high value-add red meat products. Building such trade in the ASEAN region will continue to diversify Australia's export portfolio and reduce trade shocks if there are interruptions to major importing countries.

This project explores the ASEAN opportunity, including insights into the ASEAN markets and pathways to new and innovative means to develop high value-add products and services with inclusion of red meat. The project also aims to further explore the high-value opportunities identified in the MLA ASEAN insights2innovation implementation plan.