Three of Australia’s largest and most recognisable brands have joined forces with MLA in Japan to help boost sales of Australian beef.
According to the Meat & Livestock Australia (MLA) managing director David Palmer the joint Qantas, Wolf Blass and Aussie Beef marketing campaign is aimed at boosting sales of Aussie Beef throughout autumn and winter in Japan. It is a direct result of the funds made available from the beef levy increase.
The beef is promoted by the Australian Agricultural Company (AACo) being Australia’s largest cattle producer with its 1824 beef brand. The cooperation with MLA having an intimate knowledge of the Japanese market helps AACo to increase their market share in Japan.
ICAs (Industry Collaborative Agreement) see MLA provide up to 40 per cent of funding for marketing initiatives undertaken by Australian red meat exporters in importing countries, such as Japan.
Source: Meat & Livestock Australia