We're now in what is traditionally the busiest period of the year for global marketing programs – the start of the northern hemisphere's spring season – with some major tradeshows already behind us and several global events coming up.
Tradeshows remain an important avenue for showcasing the strength of Australian red meat, reinforcing our position in key markets and fostering new business opportunities.
From tradeshows to YouTube – Aussie red meat is a consumer favourite
Recently, we wrapped up the Supermarket Trade Show in Japan and Gulfood in Dubai, both of which delivered valuable engagement between industry partners and trade, retail and foodservice operators. Looking ahead, the team is busy preparing for IFE London, FHA Singapore and SIAL Shanghai events in the coming months.
In Korea, our YouTube series featuring Aussie Beef Mate Shinae Hong has captured massive traction from consumers, racking up over 5 million native views. This builds on the success of fellow Aussie Beef Mate Namno Yoon, who gained widespread recognition across Asia after appearing on Culinary Class Wars, which became the #1 Netflix program in South Korea, Taiwan, Singapore and Hong Kong. Chef Namno proudly wore his Aussie Beef & Lamb jacket and apron on the program, amplifying the brand's presence in key Asian markets.
With recent pick-up in markets from Canada to Singapore, more than 33,000 stores worldwide now feature the Aussie Beef or Aussie Lamb logos, reinforcing the provenance of Australian red meat and providing consumers with a clear shortcut to their favourite product.
We recently worked with industry to assist an increasing number of global accounts take up an Australian supply chain, and we will continue to work closely with those customers to educate them on the product while supporting promotional activities to help grow sales.
Our global ambassador network, including Lambassadors and Aussie Beef Mates, has now grown to over 150 passionate food professionals. This small army of chefs, influencers and industry experts plays an increasingly important role helping promote Australian beef and lamb within their respective markets. Their enthusiasm and influence allow us to amplify messaging, engage new audiences and drive demand in an authentic and impactful way.
The Aussie Beef brand has recently been recognised as a 'sustainable supplier' for the World Expo Osaka 2025, the only imported meat to be granted this status, further strengthening Australia's reputation as a trusted supplier in this market. The Expo commences in April and is expected to attract over 298 million visitors, with Australian beef and lamb served at the Australia Pavilion daily.
Re-establishing presence and market access
Late in 2024, MLA re-established a presence in the largest urban area in the world, the 'Greater Pearl River Delta', placing a business development manager in Hong Kong for the first time in nearly a decade.
Meanwhile, market access continues to be a top priority. The November 2024 signing of the Australia–United Arab Emirates CEPA is a positive highlight for industry. MLA is working with industry partners and external counsel to prepare a submission for the China Safeguard Investigation on imported beef (currently underway), while also monitoring a wide range of other trade matters.
There is certainly plenty of uncertainty and noise in global trade at present, but the confident and forward-focused outlook on display in Dubai and Tokyo recently show that fundamentally Australian beef, lamb and goatmeat enjoy fantastic goodwill and trust in global markets. There are many opportunities ahead to keep tapping into rising global demand for safe, healthy and delicious protein.
