G.ABM.2401 - Aussie Beef Mates
| Project start date: | 10 July 2023 |
| Project end date: | 30 June 2024 |
| Publication date: | 24 September 2025 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle |
| Relevant regions: | International |
Summary
In 2024, Trade and Investment Queensland (TIQ) and Meat & Livestock Australia (MLA) partnered on the Aussie Beef Mates program, designed to promote Australian beef in key international export markets.
The program identified and recruited influential food professionals from around the world as Aussie Beef Mates (ABMs), equipping them with the knowledge, experiences, and connections to inspire global audiences to choose Australian beef.
Objectives
Program outcomes:
- 25 ABMs were recruited across 16 countries, with a combined social media reach of 3.3 million followers and more than 2,300 social posts promoting Australian beef.
- delivered 65 global events engaging 5,000 attendees, achieving 91% event satisfaction and 89% likelihood of participants adopting learnings
- generated an estimated $36.5 million in advertising value equivalency, reaching a potential audience of 1.3 billion through 1,210+ media publications.
The Queensland Aussie Beef Mates initiative successfully enhanced the international profile of Australian beef.
More information
| Project manager: | Joshua Anderson |
| Contact email: | Reports@mla.com.au |
