N.TRS.2151 - Trade shows in North America

Summary

The opportunity under pursuit is to grow awareness of Australian red meat amongst foodservice operators and retailers through established trade shows. Trade shows provide the opportunity to network and deliver relevant information to stimulate interest and enquiry.

Channel-specific trade shows were targeted, including the Multi-Unit Foodservice Operators Conference, Flavor Experience, Mise Conference, and the Annual Meat Conference.

Key outcomes include drawing attractive food service and retail accounts into key account management activities and/or culinary immersion activities to increase awareness of and preference for Australian red meat products and recruiting ambassadors of Aussie beef and lamb.

Objectives

1) Build brand equity for Australian red meat amongst targeted consumers.
2) Increase the 'physical availability' of Australian beef, lamb and goatmeat products.