Andrew Cox, MLA’s General Manager – International Markets.
Embracing growth and global partnerships
As the end of the financial year approaches, MLA’s International Markets team has put a dual focus on wrapping up current initiatives and planning for the upcoming year. In this edition of Global Markets Update, we highlight some of our recent activities and outline some exciting future opportunities.
A recent highlight is the success of our flagship ambassador programs, Lambassador and Aussie Beef Mates. During May, we put our foot on the accelerator, bringing 35 high-profile food professionals from 15 countries to Australia.
As part of the Lambassador delegation in Melbourne, MLA hosted a global group of 18 chefs for a week-long immersion showcasing the exceptional quality, taste and provenance of Australian lamb. It is the second year we have hosted this event in partnership with the Victorian Government. When speaking to this year’s group of Lambassadors, I was impressed with their enthusiasm – it was pleasing to hear about the growing reputation Australian lamb enjoys globally. We invite you to view the highlights video below:
In partnership with Investment NSW, we also welcomed the inaugural group of 16 ‘Aussie Beef Mates’ from 11 countries to Australia. The program is designed to inspire high-profile food professionals of global influence to promote Australian beef. The Aussie Beef Mates were overwhelmingly impressed with the passion and care that the Australian industry has in producing our unique and wide range of beef products. To hear more from the Aussie Beef Mates, listen to the On the Ground podcast.
In May, MLA hosted 18 exporters at the Aussie Beef Lamb and Goat pavilion within the SIAL trade show in Shanghai, with delegates reporting heightened interest against a backdrop of COVID-19 recovery, and an improvement of diplomatic relationships.
Looking ahead, MLA’s new Market Development Partnerships program is set to launch on 1 July 2023. The program will enable a focused and efficient approach to collaborative marketing between Australian red meat exporters and MLA’s international marketing program, helping Australian beef, sheep and goatmeat brands continue to build and retain their unique identities. The application process will be advised to all participants in the coming weeks.
