Australia: 2024, a big year for exports
Beef exports are on track to reach all-time highs, while lamb, mutton, and goat exports have already set new benchmarks. These results demonstrate the strong global demand for Australian red meat, underscored by high levels of trust and industry dedication to quality.
With short domestic beef supply, the United States has seen a significant lift in shipments from Australia, and there has also been notable strong growth in Japan, South Korea and the Middle East (for sheepmeat). Indonesia and other South-East Asian markets have also grown strongly.
The impressive export numbers deserve recognition, particularly as significant challenges in the broader landscape remain. Global economic pressures, high living costs and ongoing political and trade uncertainties continue to affect consumer confidence and profitability for many supply chain participants.
In 2024, MLA has continued to direct its global marketing efforts towards a smaller number of impactful projects, such as the "Aussie Meat Academy" and associated ambassador programs, "Aussie Beef Mates" and "Lambassador". An ambassador network of over 150 passionate global food professionals now exists in cities around the world. These ambassadors are strong advocates for Australian red meat and are a powerful asset for successful brand promotion. The program is also attracting co-investment from partners like Global Victoria, Trade and Investment Queensland, DFAT, and DAFF.
Alongside commercial brand owners, MLA has intensified efforts to educate both new and existing international customers about the unique qualities of Australian red meat products. These initiatives not only highlight Australia's positive attributes to customers but also drive sales through targeted consumer promotions.
MLA's international team, in collaboration with government and industry partners, has worked diligently to enhance market access in key markets. MLA’s office network plays a critical role in maintaining positive relationships with in-market participants. In 2024, MLA re-established a presence in Hong Kong, positioned to service the Greater Bay Area and its significant business development opportunities.
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