Summary
MLA received ATMAC funding to support market diversification and capitalise on recent market access gains in the emerging markets of Saudi Arabia (extensions to chilled shelf-life), Thailand (liberalised access as a consequence of TAFTA & AANZFTA) and Vietnam (chilled beef standards). Embedding new business development resources (BDCs) have resulted in the rapid establishment of network and relationships to support red meat businesses enter and expand into these emerging markets. BDCs have been able to effectively implement targeted business development activities, trade education and marketing programs in-market across all channels (trade, retail, and foodservice). Amongst trade customers, these initiatives have resulted in increased knowledge, awareness and preference for Australian red meat, contributing to increased red meat exports into Saudi Arabia, Thailand and Vietnam. MLA would maintain at least the ATMAC level of investment in these markets in the medium term, contributing to the industry’s ambition of doubling the value of red meat sales by 2030.
