Aussie Meat Academy hosts workshop in the Middle East

A group of Lambassadors and Aussie Beef Mates came together in Dubai in June for a unique workshop to collaborate and hone their Australian red meat knowledge and butchery skills. The two-day workshop included a deep dive into the trends, activities and innovations that drive awareness and engagement with Australian beef and lamb in the region.

The workshop is held at a time when the Golf Cooperation Council (GCC) region is experiencing some of the fastest economic growth globally and an increasing amount of regional tourism. This growth is contributing to the consistent need for high quality ingredients all year round, to support a dynamic and diverse food and beverage scene. The GCC consumers have broad and diverse cuisine requirements and as a preferred and critical protein in region, favoured in both local and western style dishes, the demand and opportunity for Australian Beef and Lamb is high.

MLA’s handpicked Lambassadors and Aussie Beef Mates are leading the way in food this innovation and are ideally placed to tell the Australian Red Meat story in line with trends in market.

The ongoing importance of brand presence on social media channels for example, is one such trend, where its use is amongst the highest in the world. Content generated from the workshop itself, now features on popular Aussie beef and lamb social media channels Instagram, Facebook and TikTok, which combined have over 200,000 active users.

The first-of-its-kind workshop signals a new stage in the maturity of the Aussie Meat Academy – Educated Ambassadors program for the Middle East North Africa (MENA) region as the number of participants and executions increases. The seven ambassadors hail from across the MENA region and represent the best of Australian red meat advocates in the vibrant food and beverage scene.