Beef Australia is all about the ‘greatest meat on Earth’

Norton | MLA to take a fork to farm approach to Beef Australia


Through Beef Australia 2018, MLA will help share the story of the “Greatest Meat on Earth”.

MLA managing director Richard Norton.

MLA managing director Richard Norton.

Meat and Livestock Australia is proud to be a principal partner of Beef Australia 2018 – the flagship event of our nation’s beef industry. 

The partnership is forged on our mission to collaborate with stakeholders and invest in research, development and marketing initiatives that drive producer profitability, sustainability and global competitiveness.

MLA is bringing a strong program that focuses on fostering beef’s prosperity from the consumers’ fork right back to the farm.

Our events and industry briefings will highlight the opportunities to drive productivity and profit in your business, now and in the years ahead.

With sales at more than $8.5 billion for 2016–17, beef remains the clear market leader in our domestic market, representing 36 per cent value share of all fresh meat sold in Australian retail stores.

We also operate in a highly competitive international marketplace, meaning we must understand our customers’ needs and cannot stop pursuing advantage for Australian beef in all our markets.

As an export industry, facilitating trade and improving market access remain key priorities.

In this industry, the consumer is king. 

MLA’s seminar will demonstrate how all of the supply chain can meet changing consumer demands and how our Australian beef industry can remain globally competitive into the future. 

The MLA trade stand provides a one-stop shop for you to talk with our team first-hand about any of these issues, while also exhibiting the latest innovation, marketing insights and practical tools for your business.

For the first time, MLA will host our Global Markets Forum at Beef Australia, bringing our international team of in-market experts together with other special guest speakers direct to you to discuss how we’re growing demand for Australian beef in over 100 markets around the world.

To that end, MLA is working with Beef Australia 2018 to showcase Australian beef to the community – here and abroad. 

MLA will bring internationally renowned Australian chef Curtis Stone to Rockhampton, as well as MLA’s own celebrity chefs and Aussie beef advocates Sam Burke and Tarek Ibrahim, to drive awareness of our quality product and promote its consumption to chefs and consumers everywhere. 

We’re also bringing MLA’s 360⁰ paddock-to-plate supply chain experience, our latest initiative for sharing our industry’s production story with metropolitan consumers and school children.

From the excellence of our product, to our world-leading, sustainable production systems, to the strength of our integrity systems and eating quality programs, Australian beef has a great story.

Through Beef Australia 2018, our industry is sharing this story about the “Greatest Meat on Earth”.

- MLA managing director, Richard Norton 


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