Participants in South-East Asia have fully embraced Aussie Meat Academy.
The Aussie Meat Academy (AMA) is about sharing Australian red meat knowledge, education and inspiration with people around the world. Participants in South-East Asia have fully embraced this initiative, with MLA conducting a record 111 AMA events in the region in 2023–24, attracting more than 1,400 participants.
The initiative delivers masterclasses and seminars to chef tables, and hosts large-scale showcase events featuring heritage South-East Asian cuisines made using Aussie Beef and Lamb to highlight the quality and versatility of our red meat.
Empowering through knowledge
South-East Asia uses a diverse range of Australian beef and lamb cuts suited to local and global cuisines. In AMA masterclasses and workshops, in addition to cutting demonstrations and menu creations, participants also learn about Australian red meat quality and sustainability credentials.
Chef Rizqi (Head Group Chef at Artisan Kuliner Group), Lambassador for Indonesia, said his diners like steaks, but they are also always on the lookout for exceptional rendangs and sotos.
"Using Australian beef elevates the whole experience," he said.
"As chefs and food professionals, we use the Aussie Meat Academy to share tips and knowledge and better understand how to effectively utilise lesser-known Australian beef cuts to offer something different and unique to our increasingly discerning consumers."
Major beef cuts going to South-East Asia.
Major sheepmeat cuts going to South-East Asia.
According to John David (Chef for Shangri-la Group, Manila and Aussie Beef Mate for the Philippines), the participants learnt a lot about Australia's supply trends and consumer insights through the AMA Beef Chronicles event in Manila.
"We are planning to host this annually and will also invite our colleagues from other countries to make it even bigger and more 'wow'," he said.
Chef John David, Shangri-la Group, Manila, Aussie Beef Mate for the Philippines.
Demand for more
South-East Asia AMA participants consistently reported above 95% satisfaction with the content and quality of AMA activities. Furthermore, above 98% of respondents intend to apply the knowledge and skills in their workplace.
With new trade entrants and business expansion, sustained interest and high demand for trade education is anticipated in the coming years. The Lambassador and Aussie Beef Mate communities have provided valuable support to AMA events and promotions. By targeting influential food professionals and partnering with the Lambassadors and Aussie Beef Mates, the AMA aims to create a ripple effect throughout the South-East Asian food industry. By empowering these professionals, the academy can help drive demand for Aussie Beef and Lamb, contributing to the growth of the Australian meat industry and elevating culinary standards in the region.
