G.TRS.2401 - Global Trade Shows FY24

Summary

Australia is a major global supplier of red meat, with exports of beef, lamb and goatmeat accounting for over 70% of production. Coordinating attendance at global trade shows is a critical business activity that delivers significant benefits to the Australian red meat industry. Through business development activities, such as trade shows and events, MLA aims to build or maintain customer awareness and preference of Australian red meat (relative to core competitive set) across the globe. 

Trade shows are an essential global business development activity for Australian exporters to showcase their products, build relationships with customers, and identify new markets. MLA’s participation in global trade shows is also an ideal platform for promoting the quality attributes of Australian red meat such as sustainability, integrity, eating quality, and food safety credentials. Through participation in these events, MLA is able to reach a targeted audience of potential customers and communicate the unique attributes of Australian red meat to visitors from all over the world. 

Meat & Livestock Australia (MLA) coordinates the participation of over 50 Australian stakeholders in five global trade shows, including four annual and one biennial event. These shows are:

•    Gulfood, Dubai UAE
•    Food and Hotel Asia, Singapore
•    Sial China, Shanghai China
•    Supermarket Trade Show, Tokyo Japan
•    Anuga, Cologne Germany (biennial).

Australian companies who are licensed red meat exporters are eligible to participate at an MLA coordinated stand at international trade shows. Participants are charged a fee to attend the event.

Objectives

Through business development activities, such as trade shows and events, our industry aims to:

• build or maintain customer awareness of Australia’s positive attributes across the global audiences
• cultivate commercial investment to grow overall sales and marketing presence
• build or maintain customer preference for Australian red meat (relative to core competitive set) within target markets.