M.TBD.2501 - TBD EMEA FY25
| Project start date: | 09 July 2024 |
| Project end date: | 30 June 2025 |
| Publication date: | 08 September 2026 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb, All species |
| Relevant regions: | International |
Summary
The EMEA channels of Retail and Foodservice and represents an opportunity for Aussie beef and lamb. Shifting consumption behaviours, with education on red meat protein use constantly evolving at different paces, along with dynamic pricing has additionally impacted all channels considerably. This is an opportunity to increase presence and availability, consumer awareness and preference for Australian red meat through a range of education, development and promotional activities that both protect and grow Australia's favourable red meat position in the EMEA market.
Objectives
Achieve through strategic partnerships with retailers and foodservice customers that deliver targeted business development activities. The scope of activities included in-store activations, sampling, POS, and trade shows (Gulfood, IFE, Anuga and regional Tradeshows) and trade promotions that encompass beef and lamb. Activities are focused on the execution of our ABL brand message, with like-minded industry partners. The approach includes activities that additionally leverage and utilise our social media assets.
More information
| Project manager: | Scott Walker |
| Contact email: | reports@mla.com.au |
