IN MARKET GROWING DEMAND MARKET FOCUS m MENA: A niche beef opportunity While the Middle East “While Brazil and India supply 80% of thetourism, are driving expansion in the and North Africa volume, with Australia coming in third,accommodation and foodservice sector (MENA) region is a our average price is 140% greater than• improved supply chain – greater use of large customer when Indian product and 65% greater than air freight and cold-chain infrastructure it comes to Australian sheepmeat, Brazilian beef,” Nick said. is improving red meat logistics. Australian beef is finding a “We can’t afford to be a low-cost MLA is focused on three areas to high-value niche market in this supplier, so Australia only targets onestrategically position Australian beef complex region. area for growth and that is the high-endin this marketplace: market through the foodservice, • building market knowledge MENA is a diverse market comprisingmodern retail and tourism sectors.” 19 countries with a total population of • improving access – this involves 450 million, forecast to hit 500 millionTo tap into growth, MLA has undertakenworking with government by 2025. Australian red meat is primarilyintensive examination of opportunitiesdepartments to overcome restrictions exported to the six Gulf Cooperationthrough the MENA Attractive Cities such as shelf life. Currently the UAE Council countries (Saudi Arabia, Kuwait,Study and identified six key MENA citieshas approved red meat shelf life of 120 the United Arab Emirates [UAE], Qatar,for targeted support and marketing days, while Egypt only has 49 days, Bahrain and Oman) plus Egypt, Jordan,strategies (see separate story). restricting the ability to trade chilled Lebanon and Iran. items and affecting cost and offering According to Nick Meara, opportunities• business development – brand Combined, these countries import togrow beef exports to MENA include: building continues around the ‘True about 675,000 tonnes of beef • market stabilisation – ease of doingAussie’ branding (as seen below with annually, of whiCh Australia has business in some countries is a barbecue at a food event) with the a 4% share of volume but an 8% improving, aided by stabilisation ofhalal production message. While social share of value. According to MLA’s the oil price media campaigns are used, Nick said International Business Manager for • tourism growth – World Expo 2020 in face-to-face contact remains important MENA, Nick Meara, this is where the Dubai and the FIFA World Cup 2022 and large food and trade fairs like opportunity lies. in Doha, as well as growth in religiousGulfood are hugely important. 46