IN MARKET GROWING DEMAND The ultimate value-add MLA’s CoMarketing Program aims to help brand owners create customer loyalty and sustainable brand growth that adds ongoing value to producers. Group Industry Marketing Programsowners are able to double their Manager, Samantha Jamieson, saidmarketing efforts,” Samantha said. the program is open to AustralianKey aspects of the program include companies (with an Australian using marketing consultants and Business Number) who are MLA agencies to develop effective members, processors or licensed brand marketing plans, social media meat exporters. campaigns to raise awareness of “The concept behind CoMarketing brands, in-store sampling, sponsoring is to help red meat brand marketerstrade delegations and educating chefs. develop insights-driven marketing Feedback spoke to representatives strategies, business developmentfrom three companies who have and brand building activities inrecently partnered with MLA’s global markets,” Samantha said. CoMarketing Program: “Creating customer loyalty and • Stanbroke Beef – Marketing sustainable brand growth helps Manager Jonathan Elsley CoMarketing participants to build• Harvey Beef – Marketing Manager preference for their branded Jeni Seaton products, sharing that value back• Greenham Tasmania – Marketing down the supply chain.” and Communications Manager The program matches brand Trevor Fleming. owners’ marketing funds on a co-funded basis. Verified grassfed Majella Fernando brands may be eligible for up to a T: 02 9463 9241 75% MLA contribution. E: mfernando@mla.com.au “By combining brand owners’ comarketing.mla.com.au marketing funds with producer levies, the red meat industry and brand CoMarketing Program quick stats: 2017–18 Beef l 54 290 MLA contributed $2.46 million (participants contributed the brand owners brands same amount or more). Sheepmeat S 22 50 MLA contributed $482,000 (participants contributed the brand owners brands same amount or more). Goatmeat G 5 9 MLA contributed $27,600 (participants contributed the brand owners activities same amount or more). 44