Brands to Boost Beef in Japan

Brands to Boost Beef in Japan

MLA joins forces with leading Australian beef brands to increase sales and demand in Japan.

Meat and Livestock Australia (MLA) is working closely with three of Australia’s leading beef brands in Japan to help boost sales of Australian beef.

Two separate marketing initiatives–one involving Qantas and winemaker Wolf Blass and the other involving Australian Agricultural Co. (AAC)–were recently launched in Tokyo.

MLA managing director David Palmer, who was in Japan, said the joint Qantas, Wolf Blass, and Aussie Beef marketing campaign is aimed at boosting sales of Australian beef throughout autumn and winter in Japan and is a direct result of the funds made available from the beef levy increase.

“In Japan, both beef and wine are perceived as gourmet items to be enjoyed as part of a nice meal–something a bit special,” Palmer said. “The Japanese also love to travel, so being able to link Aussie Beef with Qantas and Wolf Blass – all highly regarded brands–makes for a very powerful marketing combination.”


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