M.AMB.2151 - MENA Educated Ambassadors
| Project start date: | 01 July 2020 |
| Project end date: | 30 June 2025 |
| Publication date: | 23 January 2024 |
| Project status: | In progress |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb |
| Relevant regions: | International |
Summary
MLA MENA has recognised the impact of having educated advocates deliver key messages in market by using the skills of Chef Tarek for many years. With the challenge of reaching diverse markets within the region with limited resources and with the adoption of social media as a tool to deliver messaging, this project aimed to identify and develop a number of key ambassadors to work with across MENA consumer demographics.
Objectives
This project covers the reporting period of 2020 – 2025 and addresses the following International Markets priorities for the MENA region:
Priority 1: Build brand equity for Australian red meat amongst targeted consumers.
Priority 2: Increase the ‘physical availability’ of Australian beef,
lamb and goatmeat products.
Priority 3: Develop ‘educated ambassadors’ (staff, customers, media and influencers).
Priority 6: Deliver trusted and high quality insights (up and down the supply chain).
More information
| Project manager: | Sam Gill |
| Contact email: | reports@mla.com.au |
