Aussie beef and lamb on show in China
10 December 2024
From the start of the year to mid-November, MLA’s China team has been coordinating a variety of high-impact events to promote Australian beef and lamb. Here, we look back at some stand-out milestones.
Shimao Hotels Aussie Beef Promotion
In a collaborative effort, MLA China and Hilton Greater China hosted 11 roadshow events between July and August, showcasing the talents of young chefs and promoting Australian beef in China. These events drew a significant crowd, with 255 food professionals, chefs and media/influencers attending. Events were stocked with Australian beef , allowing chefs to experiment with the product under the guidance of MLA's Senior Technical Specialist, Calvin Gung, guests enjoyed the delicacies throughout the events.
Aussie Beef Showcase at a Shimao Hotel
SIAL China
The SIAL tradeshow, held in Shanghai in late May, featured 19 red meat exporters in the MLA pavilion, alongside numerous Australian exporters in nearby pavilions. With approximately 180,000 visitors from 107 countries, SIAL China 2024 cemented its position as Asia's premier food and beverage innovation exhibition. The expansive 200,000 square meter event hosted over 5,000 exhibitors, providing a global stage for premium Aussie Beef and Lamb.
Calvin Gung, MLA’s Senior Technical Consultant, demonstrating Australian red meat cuts to Chinese importers at SIAL.
MLA Hong Kong office reopening
In mid-September, MLA marked a significant milestone with the official reopening of its Hong Kong office after a five-year hiatus. Originally delayed due to the COVID-19 pandemic, the reopening was successfully executed in 2024.
To strengthen the Hong Kong team, MLAwelcomed Oscar Ling as the new Business Development Manager. With a career deeply rooted in the Australian meat industry, Oscar is poised to make significant contributions to the growing market in Greater China.
From left to right: Murray Davis, Regional Manager - Greater China; Oscar Ling, Business Development Manager - Hong Kong, Macau, and China; Andrew Cox, General Manager - International Markets.
2024 China International Expo (CIIE 2024)
MLA lent its support to Austrade at the Austrade Pavilion during the 2024 China International Expo. Each day, one chef and one butcher were on-site, preparing Aussie beef and lamb for VIPs and the public. The enticing aroma drew hundreds of attendees to the booth during the opening.
MLA China kitchen at Austrade Pavilion
2024 FHC Aussie Meat Butchers Challenge
Food & Hotel China (FHC), a stalwart in the food business platform and organiser of national culinary competitions in China for 25 years, joined forces with MLA to organise the inaugural Aussie Meat Butchers Challenge. The competition saw 12 teams and 36 candidates from diverse backgrounds and regions participate.
At the award ceremony, MLA and the FHC team proudly announced the establishment of the FHC Aussie Meat Butchers Club. This club is dedicated to nurturing the next generation of meat technology professionals, aiming to create a platform for butchers, chefs, and other specialists in the meat industry to engage in theoretical discussions, skill exchanges, and experience sharing.
The FHC Aussie Meat Butchers Club's group photo
