Integrity in global markets
Those who attended Red Meat 2018 heard loud and clear that overseas consumers trust the safety, quality and ethical production of Australian red meat.
The importance of industry’s integrity system was highlighted with speakers from across the supply chain and our global markets ranking the reputation of Australia’s red meat as safe and of high quality as its strongest selling point internationally.
Matthew Robinson from Premier Food Industries spoke to the advantage of such a reputation when accessing Middle Eastern markets, comparing Australia’s success with the access challenges faced by Brazil and the United States in the last four years.
“Export approvals are something that come and go freely within the Middle East region. They [Brazil and the US] were out for a variety of reasons, but it boils down ultimately to traceability,” Matthew said.
“Australia has never been banned. And this is a very, very strong selling point for the Australian industry when pitching meat into the region.”
Mr Robinson described that everyone along the value chain has a part to play in maintaining that position.
“When we’re dealing with customers who are demanding continuity and security of supply for their restaurants and outlets, they want to be guaranteed that if they start a supply relationship, it’s not going to be closed after six months or one year, leaving them to find a new supply partner.”
MLA’s General Manager for International Markets, Michael Finucan, spoke to the importance of Australia’s integrity systems for different markets.
“Our ‘safe and natural’ message is so strong in Asia,” Michael said.
“If you look at the average Chinese buyer, it’s mums who want their kids to have the best – the safest, the most trusted and the most natural product, so it’s a strong driver and I think it’s a key message that we’ve got to keep focussing on in those Asian markets.
“If you move across to the US, it’s a different consumer. You’re looking at millennials – a young, urban, affluent customer – sustainability and environment are now being built into that message because those consumers are looking for that premium grass-fed or lamb product that tells that story for them.”
View Matthew Robinson’s presentation from Red Meat 2018 in full
