Initiatives Red meat capturing a slice of value-add market
Meat & Livestock Australia (MLA), through its CoMarketing Program and MLA Donor Company (MDC) High Value Food Frontiers Program, has helped companies seek out new usages and occasions for red meat and develop new product initiatives for supermarkets.
MLA Manager High Value Food Frontiers, Michael Lee, said there is scope for red meat to capture greater market share in the growing convenience segment, particularly supermarket delicatessens, which are dominated by pork and chicken value-added products.
The CoMarketing Program supports Australian red meat brand owners in the marketing of their brands both on the domestic and export markets. It helps brand owners develop and implement effective brand marketing strategies, business development activities and brand building activities.
MDC’s High Value Food Frontiers Program helps companies explore and develop innovative, value-added red meat products to drive higher premiums for, and increase consumer demand for Australian red meat and associated products.
The program achieves this through novel science and technology platforms and tools, increasing the value of lesser value cuts and carcase utilisation, insights for new red meat occasions and usages, and new value chain and business model design.