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Back to Marketing Beef, Lamb, and Goat

Domestic marketing

The Australian domestic market is the largest market for Australian beef and sheepmeat.

Building and sustaining domestic demand is a core focus for MLA.

Marketing activities undertaken on behalf of the Australian red meat industry are focused on the consumer – our primary source of demand.

Brand marketing

Consumer marketing efforts hone-in on the relevant benefits of beef and lamb, as well as addressing the barriers that limit consumption, such as value for money (relative to other proteins), cooking confidence, and health perceptions. By addressing these opportunities and barriers, MLA seeks to maintain and enhance the value of domestic red meat sales. MLA's major consumer marketing campaigns are:

-Building the superiority of beef by inspiring Australians to choose Beef as their No.1 choice when they want the best.

-Strengthening consideration of Beef in Australia’s weekly meal repertoire

  • Share the Lamb aims to make Lamb the go-to choice for bringing friends and family together by

- Driving mass reach and consideration for Lamb by strengthening its ties to Australian culture

- Recruiting the future base of Australian consumers by building relevance with younger consumers at a key seasonal period.

Consumer websites

Share the Lamb

Share the Lamb

Share the Lamb makes it easy for consumers to enjoy Australian Lamb at its best. Here you'll find tips, techniques, recipes and nutritional facts about Australian Lamb.

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Nutrition communications


MLA's Healthy Meals campaign generates information and resources about the role of red meat in a healthy diet.

By translating Australian Dietary Guidelines into everyday meals, we make it easier for Australians to feel confident enjoying red meat in a healthy diet.

Our MLA Healthy Meals website provides information for health professionals on eating red meat in healthy meals.

Developed by a team of qualified dietitians with backgrounds in public health and communications, our nutrition program produces information and resources to ensure Australians feel confident enjoying red meat in a healthy diet.

Retail and foodservice business devleopment

As retailers and foodservice operators have a strong influence on consumer meal decisions, MLA supports the evolution of red meat retailing and menu innovation. This work complements our efforts in consumer marketing, by working with customers to ensure their confidence in Australian red meat as essential to the growth and profitability of their business.

MLA’s business development focus is on:

  • Retailers delivering integrated brand campaigns in-stores to drive more frequent purchase; and working with strategic partners to develop and deliver innovation within the category to drive greater purchase consideration by shoppers
  • Foodservice operators by inspiring red meat usage on menus, motivating its uptake through chef education and resources that drive greater carcase utilisation, and diner promotions to drive more purchase of beef, lamb, veal and goatmeat in restaurants.

Trade information websites

Rare Medium

Rare Medium

Rare Medium is the domestic foodservice industry’s trusted go-to source of information about Australian red meat. In consultation with experts across the foodservice sector, Rare Medium provides education and inspiration to chefs to increase confidence and spark ingenuity for red meat creativity in the commercial kitchen.

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The Australian Butchers Guild

The Australian Butchers Guild

The Australian Butchers Guild is an independent retail butcher network supported by MLA to bridge the knowledge gap from farm gate to plate by providing insights, knowledge and inspiration for retailing Australian beef, lamb, goat and veal.

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