M.MAT.2151 - MENA technical access
| Project start date: | 01 July 2020 |
| Project end date: | 30 June 2025 |
| Publication date: | 19 December 2023 |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb |
| Relevant regions: | International |
Summary
Red meat trade in the Middle East has been heavily impacted by non-tariff trade barriers (NTBs). There are 85 NTB's across 13 markets with a collective trade impact value of $947 million. MLA MENA has developed a strategy that addressed and prioritised these NTB's and worked with AMIC and government departments to address these. With COVID providing increased pressure on food security within the region, several favourable outcomes were achieved around chilled shelf life for vacuum packaged beef and lamb.
Objectives
This project covers the reporting period of 2020 – 2025 and addresses the following International Markets priorities for the MENA region:
Priority 3: Develop ‘educated ambassadors’ (staff, customers, media, influencers).
Priority 4: Improve market access.
Priority 5: Cultivate commercial investment to grow overall sales and marketing presence for Australian product.
