C.TBD.2401 - Targeted Business Development China
| Project start date: | 01 July 2023 |
| Project end date: | 30 June 2024 |
| Publication date: | 11 March 2026 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb |
| Relevant regions: | International |
Summary
Opportunity/Business case
Australian red meat exports to Greater China were trending up considerably as we entered into FY24. So far in 2023, Australian beef exports were up 33%, Australian lamb exports up 41% and mutton exports up 94% compared year-on year (YOY).
Greater China was the largest market by volume for both beef and sheepmeat. With a strong supply environment there was significant potential to position Australian red meat for market and customer expansion as well as increase brand penetration with consumers.
Retail and ecommerce channels represent an important and rapid growing opportunity for Australian meat in the market.
Objectives
Trade promotions – increased market presence and expansion. Adoption of new products and business/product formats.
Retail and ecommerce: Positive feedback from key partners and collaborators. Measured increase in sales or premiums as result of partnership. Measured improvement of 'Aussie' branding and exposure, including penetration rate, shelf spacing, range of POS tools implemented.
Foodservice: Positive feedback from participating stakeholders. Measured increase in sales or premiums as result of partnership.
More information
| Project manager: | Murray Davis |
| Contact email: | reports@la.com.au |
