The Aussie Beef & Lamb brand promotes Australian red meat across export markets, representing beef, lamb, goat and veal.  It is a Meat & Livestock Australia (MLA) owned brand, and we use the brand to:

• Build awareness of Australian red meat.
• Build preference for Australian red meat by promoting the attributes that make Australian meat superior and/ or different to other importing country of origin (COO) competitors.

At Aussie Beef and Lamb UK, our brand position rests on our industry’s positive messages of Provenance, sustainability, animal welfare, long shelf life and consistent high quality.

ANIMAL HEALTH

Australian red meat producers are committed to caring for their animals and want them to be pain and stress-free. They’re also proud of the industry standards they’ve established to prioritise animal health and wellbeing.

The red meat industry has stringent animal welfare standards and aims to be recognised as world leaders in animal health, welfare and production practices.

ENVIRONMENTAL SUSTAINABILITY IS IN OUR DNA

Sustainable production is a way of life in Australia. Since 1985, on farm water usage has reduced by 68% and greenhouse gas intensity by 59.1%. The Australian red meat industry has a commitment to be carbon neutral by 2030.

MLA have offices in our global markets including SE Asia (Singapore, Malaysia, Thailand, Vietnam, Taiwan), China, South Korea, Japan, Dubai, UK and US. These offices work closely with exporters and importers to position Australian beef, lamb and goat as world leading high quality, safe products. We export our products to over 100 countries across the globe.

MLA invests in research, development, and marketing activities to foster the long-term prosperity of the Australian red meat and livestock industry. Through its subsidiary companies, MLA also accelerates innovation across the red meat supply chain and delivers the industry’s integrity and on-farm quality assurance programs and marketing programs globally, and acts as a custodian of the ABL brand.