UK & Europe
Across the UK & Europe, MLA is focused on promoting the high quality and strong reliability of Australian beef, lamb, mutton and goat at every opportunity.
UK
Since the implentation of the Aus-UK Free Trade Agreement in 2023, MLA has dedicated resources based in London to support Australian red meat exporters make the most of the opportunities that the FTA unlocks.
Key focus areas include marketing and educational activities across the foodservice and retail sectors, promoting the provenance story of Australian red meat including sustainability, animal welfare, traceability and consistent eating quality.
Europe
Australia’s beef and sheepmeat access to the EU is highly restricted by quotas, limiting the market potential. Therefore maintain and improve market access is one of the key strategies in Europe.
Additionally, MLA’s marketing activities are focus on creating commercial opportunities to increase value whilst maximising volume under market access conditions. The team works closely to Australian meat suppliers and EU importers to enhance promotion to high end retail and foodservice.
Business development
Maintaining a strong network of government and industry stakeholders is one of MLA’s major priorities.
Brand building
MLA’s brand activities in the region aim to increase brand awareness and sales in the retail, foodservice and consumer sectors.
MLA UK website
The MLA UK website represents Australian farmers and red meat across the UK & Europe.
