Australian beef receives global recognition at World Expo 2025
This major global event runs for 184 days from April to October 2025 and is expected to attract an estimated 28 million visitors, with Australian beef being named the only ‘sustainable supplier’ at the Expo.
The sustainable supplier status was achieved by meeting the Expo’s ‘Code of Sustainable Procurement’. These include:
According to MLA’s Regional Manager for Japan & Korea Travis Brown, this certification was achieved following a rigorous and demanding process.
"After working with Expo officials, Australian beef has met all the criteria to be recognised as a sustainable supplier. It stands out as the only protein globally to receive this certification", Mr Brown said
"Having the industry certified allows all of us to promote and share this point in our discussions, negotiations and promotions where sustainability is an ever-increasing factor in buying and purchasing decisions".
MLA Managing Director, Michael Crowley, said this recognition underscores Australia's commitment to world-leading sustainability practices and the unparalleled quality of its beef products
"This recognition is a testament to the hard work and dedication of Australian cattle producers and the supply chain, who all work in care of natural resources and the health and welfare of their animals", Mr Crowley said.
MLA’s Aussie Beef and Lamb international brand will feature prominently at the Australian Pavilion, which is a major feature of the Expo. This will include interactive demonstrations, sampling activities, and engaging storytelling.
"In Japan, and around the world, MLA is committed to promoting the quality and diversity of Aussie beef, lamb and goat as well as the world-leading sustainability practices and systems that underpin our industry", Mr Crowley said.
Japan was the second largest beef export market for Australia in 2024, importing 247,605 tonnes of beef worth A$2.07 billion.
Japan is also the third largest importer of beef globally and is one of Australia’s most trusted and long-running trading partners.
"Australia has the opportunity to enhance Japan’s beef demand into the future by continuously reinforcing the sustainability of beef, and leveraging Australia’s reputation as a safe, natural and trusted supplier", Mr Crowley said.
Outside of Australian beef, lamb is also gaining a small but growing foothold in Japan.
"While relatively small compared to the beef category we remain very optimistic about the future of lamb in Japan. Japan's largest recipe website, Cookpad, which attracts 60m unique visitors each month named lamb as one of their 2025 food trends", Mr Brown said.
"MLA, together with our team of Lambassadors will continue to work with trade, end users and consumers to highlight the quality and diversity of Australia lamb showcasing how it can be easily added into a Japanese context for new and innovative experiences".
"The Expo is an incredible opportunity to showcase the very best of Aussie Beef and Lamb to over 12,000 daily visitors to the Australian pavilion", Mr Crowley said.
"This recognition at the Expo and the work of the MLA team highlighting the product strengthens the bond between Australia and Japan. It highlights Australia’s credentials in sustainable food production".
The World Expo in Osaka runs from 13 April 2025 to 13 October 2025 and is expected to attract over 28 million visitors, with Australian beef and lamb served at the Australia Pavilion daily.
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