IN MARKET GROWING DEMAND Keeping red Here are some insights into what meat on menus it takes to feed cruise passengers: YTV commercialsou’ve seen MLA’spromoting Australian red meat, The three ships in Daily consumption but what really goes P&O’s fleet (Pacific of red meat on the on behind the scenes? Explorer, Pacific Aria Pacific Explorer alone MLA’s TV commercials and Pacific Dawn) is around 400kg of such as ‘Australian Beef. serve an average of beef and 80kg of The Greatest.’ and ‘Share 37,000 meals a day lamb, depending on the Lamb’ are memorable, to guests. the menu. engaging and drive growth in red meat consumption, but “It has great nutritional there’s more to them than benefits and it delivers meets the eye. on taste, but as the price goes up, you have to keep Beyond the screens is reminding them, because an enormous range of there are cheaper options.” additional brand activities. In 2019, 350t of beef Australian red meat Fromfoodservice to Graeme is fascinated by and 80t of lamb were makes up 25–30% of high‑end restaurants how people make decisions , consumed on P&O cruise men endorsements and about food and what it Australia’s three ships. us. sponsorshipdeals, MLA means to them. maximises the value of “For some people, food is levy dollars channelled into their life; others are just growing market share. trying to get it on the table MeetGraeme Yardy every night. How do we take (pictured), MLA’s Domestic this huge range of people MarketingManager, the and satisfy them? The Pacific Explorer There are 120 man tasked with influencing “My role sets me up to think chefs , including serves 15,000 meals a what customers cook, what about the strategies we can day, in 20 restaurants bakers, butchers and they eat when they dine use to influence people to nd food outlets for pastry chefs, and out, and generally how red eat a good balanced diet, a , 50 kitchen hands, up to 2,400 guests plus 150 restaurant meat is sold. and the team shares this and 960 crew, staff staff onboard the Aynone that serves red purpose. and officers. “ three ships. meat is a customer of ours,” “Producers work so hard and Graeme said. take huge risks and, through What’s for dinner? “Customers aren’t ust thej the work we do, we have achance to support them.” home cook, but are also As a result of the MLA culinary immersion, restaurants, butchers, Turn the page to meet the the menu on the Pacific Explorer’s onboard supermarkets,rest of MLA’s Domesticstadiums, restaurant, The Pantry, now features: aged‑care facilities and Marketing team and cateringa look behind thetakegroups.” • Slow‑cooked Texan BBQ beef brisket scenes to learn how they • Adobo‑style beef cheeks With such a wide range of keep red meat on tables customers, it might be hard across Australia. ■ • Philly cheesesteak sandwich to find any commonalities, (recipe on page 51) but Graeme said one • Korean beef bao buns Graeme Yardy persistent challenge his team E: gyardy@mla.com.au • Beef cheeks bourguignon faces is the perception of red • Sichuan‑style lamb leg meat’s affordability. australianbeef.com.au • Harissa lamb shoulder “We have to constantly australianlamb.com.au remind people that red meat raremediummag.com • Vietnamese beef and herb salad with tamarind. raremedium.com.au is worth it,” he said. 45