J.AMA.2501 - Aussie Meat Academy Japan 2024/25
| Project start date: | 01 July 2024 |
| Project end date: | 30 June 2025 |
| Publication date: | 06 August 2026 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb, All species |
| Relevant regions: | International |
Summary
The Australian Meat Academy Japan will deliver tailored training programs to improve skillsets, inspire, and drive innovation and preference for Australian red meat while helping our stakeholders to maintain customer engagement and revenue generation. Activities will extend to immersions and experiences targeted at both the customer and consumer levels. In order to deepen our reach, the Academy will select and engage passionate, driven, and active Ambassadors and professionals through the highly successful Lambassador and new Aussie Beef Mates programs. MLA will leverage these spheres of influence by partnering in a wide range of activities and promotions in line with our key priorities.
Objectives
Uncertain economic times in Japan driven by a weak Japanese Yen, inflation, cost of living challenges, wage growth, and labour shortages mean that it is important to continue to invest in education around Australian red meat to drive preference for not only Australia as a country of origin but also amongst other lower priced proteins. The limited availability and supply of US beef in coming years provide an important opportunity to introduce the benefits of Australian beef to more trade, end users and consumers with a view to growing and maintaining distribution. Aussie Meat Academy activities will work in a synergistic fashion to support and drive other investments across other projects.
More information
| Project manager: | Travis Brown |
| Contact email: | reports@mla.com.au |
