C.TBD.2501 - Targeted Business Development Greater China

Summary

Australian red meat exports to Greater China were trending up considerably at the commencement of FY25. In 2024 Australian beef exports were up 33%, Australian lamb exports up 41% and mutton exports up 94% compared to last year. 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 opportunity for Australian meat in the market, especially in high end segments such as chilled meat, and is critical in brand building and consumer communications. Australian meat has a strong and premium brand position in this channel.

Foodservice represents more than 50% of all beef consumption in China and Australian meat has a strong and premium brand position in this channel. We are particularly strong in the Western Dining and other higher end segments and commands a premium in pricing.

Project description

Trade promotions mainly include 'below-the-line' marketing and trade facilitation activities to engage and support trade partners (exporters, importers, distributors, end users) to grow market presence, and pursue new product and market segment (geographic and demographic) opportunities that represents industry benefits. Prioritise partners with commitment to larger investments. Examples: channel promotions, BD events, in-market facilitations.

Retail and ecommerce partners in the market to conduct promotions. Our activities mainly aim to empower our customer and trade partners to elevate merchandising standards, strengthen POS communications and encourage trials and repeat purchases. 
Foodservice initiatives mainly aim to advocate the premium image of Australian meat to consumers, strengthen chef/buyer loyalty and encourage consumer trials and repeat purchase.

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.