Redefining resilience through growing market opportunities

12 November 1–2pm Australian Eastern Daylight Time (AEDT)

Understand the global red meat market and know what consumers want in order to improve, build and develop your business. 

Domestic and international marketing programs

Learn:

  • how MLA’s domestic and international market programs have supported the industry’s resilience throughout COVID-19
  • how MLA’s domestic market program fosters the prosperity of the industry by demonstrating the value of red meat to consumers
  • how MLA’s international markets program grows demand by maintaining and improving access, providing insights and promoting Australia’s superior points of difference.

Speaker: Jason Strong, MLA Managing Director

Maximising international market opportunities

Learn:

  • how COVID-19 caused a significant slowdown in the global economy, disrupting buying competition and changed red meat consumption behaviour
  • how foodservice restrictions altered the demand for specific Australian red meat cuts and caused substantial carcase utilisation challenges
  • how Australia’s strong reputation for high food safety and quality standards continue to underpin strong consumer demand for Australian red meat.

Speaker: Andrew Cox, MLA General Manager International Markets

MLA CoMarketing – supporting red meat brand owners

Hear how lamb brand owner, Graeme used MLA’s COVID-19 CoMarketing support during the pandemic to build customer loyalty and preference for Australian lamb in international and domestic markets.

Speaker: Graeme Howie, Dorper Lamb Company Managing Director

Hear how beef brand owner, Tim used MLA’s COVID-19 CoMarketing support to pivot his business from a domestic foodservice focus to home delivery and retail offering during the pandemic.

Speaker: Tim Burvill, South Australian Cattle Co Managing Director

Getting creative with domestic marketing during COVID-19

COVID-19 disrupted markets, foodservice and consumer purchasing, hear how MLA adapted key initiatives such as the spring and summer lamb campaigns to continuing driving demand for red meat during COVID-19.

Speaker: Nathan Low, MLA General Manager Marketing and Insight