G.MDP.2401 - Market Development Partnerships
| Project start date: | 01 July 2023 |
| Project end date: | 30 June 2024 |
| Publication date: | 24 September 2025 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb |
| Relevant regions: | International |
Summary
The Market Development Partnership (MDP) program successfully supports Australian red meat businesses in building and promoting their brands globally while educating consumers and trade partners.
The program’s collaborative model aligns with MLA’s international marketing initiatives and has effectively:
- increased awareness and preference for Australian red meat
- strengthened customer loyalty and supported sustainable brand growth
- delivered measurable outcomes in both emerging and established markets.
Objectives
In FY24, activities meeting the program’s funding criteria demonstrated strong potential for sales growth, enhanced the reputation of Australian red meat, and aligned with MLA’s strategic priorities. Participating companies leveraged MLA’s co-investment (up to 50% of activity costs) to execute targeted marketing strategies with high likelihood of success and strong post-evaluation results.
Overall, the MDP program continues to be an effective mechanism for achieving commercial outcomes and reinforcing the premium positioning of Australian red meat globally.
More information
| Project manager: | Joshua Anderson |
| Contact email: | Reports@mla.com.au |
