M.TBD.2601 - TBD EMEA FY26

Summary

The EMEA retail, deli, butcher, foodservice and fine dining channels represent a significant and diverse opportunity for Australian beef and lamb. These sectors continue to evolve in response to changing consumer preferences, fluctuating supply conditions, and pricing volatility, all of which have had a considerable impact on red meat consumption and purchasing behaviours. Despite these challenges, red meat remains an integral part of everyday diets across the region.

The opportunity to strengthen the presence, availability, awareness, and preference for Australian red meat lies in a focused and targeted business development approach. By connecting with trade partners, customers, and consumers through a coordinated program of education, engagement, business support, capability development, and promotional initiatives, Australia can both protect its strong market position and unlock sustainable growth across the EMEA region. These targeted activities will reinforce the premium reputation of Australian beef and lamb while driving long term demand and market share in key channels.

Objectives

Our objectives will be achieved through strategic partnerships with retailers, deli departments, butchers, foodservice operators, and fine dining customers, delivering targeted business development initiatives that drive opportunities for market and channel growth.

The scope of activities includes an entry into key account management, in store activations, product sampling, POS opportunities, trade promotions, and participation in major industry tradeshows such as Gulfood, IFE, Anuga, and regional trade shows, with a focus on premium aussie beef and lamb.

All activities will be executed with consistency and discipline, reinforcing the ABL brand message in collaboration with like minded industry partners. Our approach also maximises the strength of our social media presence and consumer marketing communications, creating integrated campaigns that increase brand awareness, drive engagement, and support commercial outcomes across all channels.