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Australian Cattle Council : Yearbook 2010
30 YEARBOOK 2010 CATTLE COUNCIL OF AUSTRALIA David Thomason General Marketing Manager Meat and Livestock Australia MLA strategy for growing beef demand The food market is one of the most competitive environments in our society, with a plethora of outlets and offers competing to satisfy our physical and emotional needs. In the domestic market, MLA will seek to further build consumer recognition of the functional and emotional benefits of beef. This will involve extensive consumer advertising and promotion with messages around taste enjoyment, popularity, convenience and value for money. We will continue to seek strong retail and foodservice support for these activities to convert these campaigns into real sales. As more and more consumer meal decisions are being made at the point of sale, stimulating consumers towards a red meat meal choice in-store is crucial. The key to winning this battle is in constantly raising standards of category presentation, merchandising and promotion, together with presenting consumers with an appealing range and comprehensive product information. MLA's trade team works with retailers large and small to achieve this. In foodservice, the challenge is to maintain and build on red meat's strong share of menus across the myriad of out-of-home meal outlets. We will pursue this challenge through a mix of trade shows, opinion leader events, publications and tools, and tailored promotions. STRATEGIES 1. Expand consumers' beef meal repertoires by building desire and confidence in preparation, through seasonal meal-based promotions. 2. Research and promote the important role red meat plays in healthy balanced diets. 3. Work with retailers and foodservice operators to raise standards of red meat range, presentation, quality, merchandising and promotion.