Australia/Japan | Australia Plans Multi-Million Dollar Beef Campaign In Japa...

Australia/Japan

Australia Plans Multi-Million Dollar
Beef Campaign In Japan

Meat And Livestock Australia (MLA) said today (July 15) a record number of Australian beef exporters (37) would spend A$4 million (US$2.23 million) and another A$2 million (US$1.12 million) would come from processors for a campaign to address a 44 percent slump in their share of the lucrative Japanese market. The money will be in addition to the A$5 million (US$2.79 million) promised by the federal government to help win back Australia's lost share in a market worth close to A$2 billion (US$1.12 billion) to the nation's beef industry.

MLA’s overseas operations general manager told reporters the joint program would include activities such as in-store cooking demonstrations, point of sale materials and restaurant promotions.

Beef consumption in Japan slumped up to 70 per cent following the discovery of bovine spongiform encephalopathy (BSE) in four separate cases.