As changing consumer expectations reshape Australia’s dining landscape, industry leaders say beef and lamb are well positioned to capitalise on growing demand for value, quality and protein-rich menu options.
Those opportunities were front and centre at Rare Medium Live, where Meat & Livestock Australia (MLA) brought together leading chefs, major foodservice customers, retailers and hospitality decision-makers to explore the forces shaping the future of Australian menus.
Presented by MLA, Rare Medium Live formed part of a broader week of industry engagement in Victoria, including MLA’s sponsorship of Fine Food Australia and a series of activities designed to strengthen relationships with customers, inspire menu innovation and drive demand for Australian red meat.
Held at the iconic Melbourne Cricket Ground, the event connected influential chefs with major purchasers of beef and lamb, creating a platform to showcase the quality, versatility and premium credentials of Australian red meat while examining the consumer, economic and cultural trends influencing menu decisions across the foodservice sector.
MLA Chief Marketing and Communications Officer Nathan Low said the event demonstrated the important role demand creation and customer engagement play in delivering long-term value for Australian cattle and sheep producers.
“Everything we do is focused on creating value for Australian producers, and Rare Medium Live is a great example of that in action,” Mr Low said
“This event brought together around 150 chefs who influence what appears on menus, foodservice operators who purchase significant volumes of red meat, and customers who are helping drive demand for Australian beef and lamb on menu and on shelf.
“By showcasing the quality, consistency and versatility of our product, we’re helping inspire menu innovation, strengthen commercial relationships and reinforce why Australian beef and lamb remain the protein of choice for so many businesses and consumers.
“Whether it’s supporting domestic demand, creating business development opportunities or building stronger relationships with key customers, these engagements ultimately help create long-term value for Australian producers.”
Rare Medium Live featured a line-up of acclaimed chefs presenting dishes that highlighted the depth, diversity and premium qualities of Australian beef and lamb, while also exploring some of the major trends shaping menus and consumer preferences.
Tied into the Rare Medium Live was MLA’s partnership with Fine Food Australia, where a key feature of the program was the ‘What’s Next on the Menu?’ panel discussion, which examined the economic, cultural and consumer forces expected to influence menu development over the next 12 to 18 months and the role that red meat plays.
Discussions reflected a number of forces reshaping foodservice, including changing consumer expectations, value-driven dining choices, the growing influence of global flavours, and increasing interest in protein-rich foods that support health and wellbeing.
Through initiatives such as Rare Medium Live and Fine Food Australia, MLA continues to connect producers with the customers, chefs and industry leaders who help drive demand for Australian beef and lamb.
Meals served on the night included:
- Chef Rosheen Kaul’s Lamb Crepinette with green chilli sauce vierge, and almond tarator
- Brisket Abodo with salsa macha and pickled green tomatoes
