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MLA Updates: Redefining resilience through growing market opportunities | Webinar

November 12 @ 2:00 pm - 3:00 pm

Location: Online

MLA updates

Join us for MLA updates: Redefining resilience – a five-part webinar series in the lead up to the AGM, providing updates, insights and inspiration for a resilient future for your business.

This free webinar series, held from 4 November – 18 November 2020, is your chance to hear from MLA’s Managing Director Jason Strong and investment managers as well as ask questions around MLA’s investment in crucial research and marketing activities.

Webinar 4: Redefining resilience through growing market opportunities 

Understand the global red meat market and know what consumers want in order to improve, build and develop your business.

In this webinar:

Domestic and international marketing programs
Speaker: Jason Strong, MLA Managing Director

  • how MLA’s domestic and international market programs have supported the industry’s resilience throughout COVID-19
  • how MLA’s domestic market program fosters the prosperity of the industry by demonstrating the value of red meat to consumers
  • how MLA’s international markets program grows demand by maintaining and improving access, providing insights and promoting Australia’s superior points of difference.

Maximising international market opportunities
Speaker: Andrew Cox, MLA General Manager International Markets

  • how COVID-19 caused a significant slowdown in the global economy, disrupting buying competition and changed red meat consumption behaviour
  • how foodservice restrictions altered the demand for specific Australian red meat cuts and caused substantial carcase utilisation challenges
  • how Australia’s strong reputation for high food safety and quality standards continue to underpin strong consumer demand for Australian red meat.

MLA CoMarketing – supporting red meat brand owners
Speaker: Graeme Howie, Dorper Lamb Company Managing Director and Tim Burvill, South Australian Cattle Co Managing Director

  • how lamb brand owner, Graeme used MLA’s COVID-19 CoMarketing support during the pandemic to build customer loyalty and preference for Australian lamb in international and domestic markets
  • how beef brand owner, Tim used MLA’s COVID-19 CoMarketing support to pivot his business from a domestic foodservice focus to home delivery and retail offering during the pandemic.

Getting creative with domestic marketing during COVID-19
Speaker: Nathan Low, MLA General Manager Marketing and Insight

  • how COVID-19 disrupted markets, foodservice and consumer purchasing
  • how MLA adapted key initiatives such as the spring and summer lamb campaigns to continuing driving demand for red meat during COVID-19.

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