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Japan

Australia Spending Half Its Export Promotion Budget In Japan

Meat and Livestock Australia (MLA) has identified Japan as its most highly-valued market for beef and is focusing its strategies to ensure it does not lose any ground to U.S. beef in this multi-billion dollar market.

With a budget of nearly $10.7 million this year for beef activities in Japan, which is nearly half the total funding for export trade and promotion, MLA is striving to continue capitalizing on gains made while U.S. beef has been absent from the market and to defend Australian beef sales. These programs are targeted toward establishing strong relationships and loyalty to Australian beef with key importers, retailers and foodservice operators while also appealing to consumers. For example, MLA is running an extensive beef holiday promotion with the largest retail chain in the nation.  This chain is currently the only top retailer that has not resumed U.S. beef sales and is a strategic customer of Australian beef. Other similar promotions also are being conducted with other major chains during the holiday season.  

Additionally, one-fourth of MLA market access funds will be used to secure improvements to market access conditions for Australian beef in Japan. The two countries have already begun initial discussions regarding a free trade agreement.  

“Rapidly growing demand for animal protein from increasingly wealthy Asian consumers will create enormous opportunities for Australian livestock and grain producers through the next decade,” according to a Research Report released by the Australian Farm Institute and the Rural Industries Research and Development Corporation.

Japan

Australia Spending Half Its Export Promotion Budget In Japan

Meat and Livestock Australia (MLA) has identified Japan as its most highly-valued market for beef and is focusing its strategies to ensure it does not lose any ground to U.S. beef in this multi-billion dollar market.

With a budget of nearly $10.7 million this year for beef activities in Japan, which is nearly half the total funding for export trade and promotion, MLA is striving to continue capitalizing on gains made while U.S. beef has been absent from the market and to defend Australian beef sales. These programs are targeted toward establishing strong relationships and loyalty to Australian beef with key importers, retailers and foodservice operators while also appealing to consumers. For example, MLA is running an extensive beef holiday promotion with the largest retail chain in the nation.  This chain is currently the only top retailer that has not resumed U.S. beef sales and is a strategic customer of Australian beef. Other similar promotions also are being conducted with other major chains during the holiday season.  

Additionally, one-fourth of MLA market access funds will be used to secure improvements to market access conditions for Australian beef in Japan. The two countries have already begun initial discussions regarding a free trade agreement.  

“Rapidly growing demand for animal protein from increasingly wealthy Asian consumers will create enormous opportunities for Australian livestock and grain producers through the next decade,” according to a Research Report released by the Australian Farm Institute and the Rural Industries Research and Development Corporation.