S.AMA.2601 - SEA Aussie Meat Academy 2026

Summary

Aussie Meat Academy (AMA) activities across South-East Asia involved delivering knowledge, educational sessions and immersions to strengthen customers' capabilities, proficiency and knowledge, and broader communication of attributes and industry credentials. The 2026 focus is around scaling up AMA to digital and more effective engagement with red meat ambassadors, disseminating information around Australia's industry systems and credentials. Based on AMA survey results, 97% respondents have a greater appreciation of Australian beef and lamb after attending AMAs.

Objectives

Activities aim to:

- Strengthen industry professionals' knowledge, capabilities and overall confidence in using Australian red meat.
- Foster effective collaborations with red meat ambassadors: Aussie Beef Mates and Lambassadors.
- Expand with scale through the Aussie Meat Academy digital platform.