Australia: Significant strides made in North America market

Published 2024년 12월 11일

Tridge summary

In 2024, the Aussie Meat Academy, with the support of the Meat and Livestock Australia (MLA) and 33 ambassadors, successfully promoted Australian beef and lamb in North America in conjunction with a surge in exports to the US and Canada. Through 25 events in major cities and a partnership with the University of Massachusetts Amherst Dining Services, MLA reached over 1,000 food industry professionals, influencing the opinions of future generations of chefs and food professionals. This strategic marketing and educational approach, aimed at increasing awareness and preference for Australian red meat, is seen as a key factor in the industry's success in North America.

Disclaimer:The above summary was generated by Tridge's proprietary AI model for informational purposes.

Original content

In 2024, the Aussie Meat Academy made significant strides in promoting Australian beef and lamb across North America. Central to the Aussie Meat Academy are influential food industry professionals who are passionate, loyal and committed to actively growing the profile of the Aussie Beef and Lamb brand. MLA works with a network of 33 ambassadors to grow the awareness of and preference for Australian red meat in the region. With 25 events in key markets such as New York, Washington DC, Chicago, Miami, Orlando, Los Angeles and Toronto, MLA and its ambassadors have educated and inspired over 1,000 food industry professionals. These events have coincided with a boom in Australian beef, lamb, and goatmeat exports to the United States (US) and Canada, reaching historically high levels. This surge in exports presents an unparalleled opportunity for the industry to capitalise on marketing and promotional efforts across North America. Chefs Seung Jae (John) Lee, Dan Craig, James Eddington, ...

Source: Mla