Boosting Australian red meat’s presence in North America
03 March 2025
Across the second quarter of 2025–26, the Australian red meat industry has taken significant strides across North America, enhancing the visibility and demand for our beef and lamb.
Beef sales growth in Canada
Alongside excellent sales growth in the US, exporters are also enjoying sales growth in Canada, particularly in the retail channel.
A recent success story in the retail space involves Canada’s second-largest retailer, Sobeys, who introduced Aussie beef to its shelves in over 150 stores throughout Ontario and the Atlantic regions. This initiative is a significant milestone, marking it as the first time Aussie beef has been featured in that number of stores across these regions. The company plans to expand into British Columbia and further provinces during the Easter promotional period. This expansion is expected to further boost both sales and brand recognition.
In addition to in-store marketing, MLA is supporting an omnichannel online marketing and in-store point-of-sale promotional campaign. This comprehensive approach ensures that consumers are consistently exposed to the Aussie Beef brand, whether they’re shopping online or in stores.
Targeting foodservice trade media
This quarter, we saw the publication of the FSR’s Flip 12-page mini-magazine. This magazine featured compelling "Why Australian" messaging and showcased MLA’s Aussie Beef and Lamb Ambassadors. Published in the November issue, this placement – paired with bonus digital distribution – generated over 150 new leads among FSR’s readers. The magazine’s engaging content and strategic distribution have been key factors in attracting the attention of foodservice professionals and decision-makers.
In a coordinated effort, Australian exporters placed ads to amplify reach and impact. This collaborative approach not only maximised the visibility of Aussie Beef and Lamb but also reinforced the message of quality and sustainability.
If you are an exporter and would like to coordinate similar future trade marketing activities, you can reach out to the MLA North American Team (contact details below).
