C.AMA.2501 - Aussie Meat Academy Greater China

Summary

The Greater China region is not one market but a multitude of many markets at different stages of maturity. This is both a challenge and an opportunity, with continuous waves of demand and supply of a full spectrum of products. Red meat knowledge and education entails complex messaging, especially for the China market. Customers also possess varying, often low, levels of sophistication and knowledge about Australian red meat and how to maximise its potential. 

The Aussie Meat Academy project will continue to place a strong focus on activities that build knowledge and inspire customers to succeed with Australian red meat. Knowledge building in areas such as eating quality, product range, menu ideation and food safety/handling will remain a key focus in the program for FY25. The project will engage experts from within MLA and through established ambassador programs (Lambassador and Aussie Beef Mates) to deliver educational and promotional events with key trade, retail and foodservice customers across the market.

Objectives

KPIs:

• At least 10 Aussie Meat Academy workshops/events held across China, Taiwan and Hong Kong targeting key trade, retail and foodservice key accounts.  
• >80% positive stakeholder feedback based on surveys. 

(AMA’s are in addition to the co-funded Aussie Meat Academy events held in collaboration with other funding partners).