S.IMM.2151 - Customer Immersions SEA summary
Aussie Meat Academy
| Project start date: | 01 July 2020 |
| Project end date: | 30 June 2025 |
| Publication date: | 26 April 2024 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb |
| Relevant regions: | International |
Summary
There is an opportunity to roll out the True Aussie Academy across the region to improve understanding of our products. Leveraging MLA technical resources, six-monthly workshops and webinars/seminars were conducted in the key SEA markets to increase key accounts’ knowledge and skills in utilising Australian red meat. Theory and practical sessions focused on communicating Australian red meat attributes and points of difference as well as carcase utilisation, product development and butchery skills. These academy series also helped foster the development of educated ambassadors that are adept and skilled at promoting Australian beef and lamb to their peers, customers and end-users.
Objectives
Leverage MLA's technical resource team to deliver a series of workshops, webinars, content videos to deliver targeted business solutions for specific trade, retail/foodservice segments. The series aims to reach, influence and educate chefs/F&B directors/purchasing managers within the region. Attendees feel more confident interacting with consumers and introduce new cuts to them. MLA continues to be seen as the industry leaders of red meat in the region and are the trusted partners for suppliers.
Key findings
Attendees gained knowledge and skills about using Australian red meat in their product portfolio. Greater affinity for Australian red meat as they understand the value proposition and profit opportunities. Repeat requests for seminars/workshops demonstrated value of these academy session.
Benefits to industry
- Increase the physical availability of Australian red meat
products.
- Develop educated ambassadors (staff/customers/media/influencers).
- Cultivate commercial investment to grow overall sales and
marketing presence for Australian red meat products.
MLA action
Leverage MLA's technical resource team to roll out Aussie Meat Academy globally.
More information
| Project manager: | Valeska |
| Contact email: | reports@mla.com.au |
