IN MARKET GROWING DEMAND Here, MLA’s regional managers, based in Australia’s major red meat markets, provide insights into how red meat consumption is changing in the face of COVID‑19 disruptions. AUSTRALIA Domestic Market Manager, Graeme Yardy At the start of COVID-19 restrictions, the demand for red meat in Australia dived across the foodservice sector. Most restaurants, cafes and other outlets closed or operated at a reduced capacity. This caused high-end red meat cuts to flood the market, similar to trends in Australia’s international red meat markets. Although some high-end cuts can be shifted into retail, this is difficult due to the structure of the supply chain. For example, some cuts need further processing by the outlet or they aren’t packaged appropriately for retail. MLA’s Corporate Chef, Sam Burke, pictured during filming his ‘over the fire’ cooking videos to help There’s also a disconnect between the consumers feel confident about cooking red meat at home during COVID‑19. type of red meat consumers buy in a restaurant compared to what they cook It was an opportunity to promote MLA’s providing them with this information in at home. three cooking tips apps – RoastMate, a feel-good way. SteakMate and MeatCuts – combined We hope it’ll spark emotion and inspire On the other hand, the impact on retail with activities such as cooking videos, to red meat sales was a different story. give consumers resources to get the best more Australians to reach out to eating experience from beef and lamb. their loved ones and share their own Strong demand across all secret recipes. cuts saw retail red meat sales MLA’s sponsorship of the nation’s reach similar levels to those favourite cooking show, MasterChef, Graeme Yardy experienced at a peak period through the Australian Beef campaign Domestic Market Manager was another way to connect consumers E: gyardy@mla.com.au like Christmas, as people with red meat in their own homes. bought whatever they could MLA’s domestic marketing A MasterChef cooking challenge campaigns: get their hands on. using Australian beef reinforced and mla.com.au/domestic‑marketing MLA quickly adapted our domestic demonstrated its versatility and ease across a range of dishes, perfect for For more information on the marketing activities. We focused marketing activities planned for on shifting the cuts traditionally home cooking. the Australian domestic market seen in foodservice into retail and MLA also used the winter lamb listen to Episode 2 of MLA’s On demonstrating to consumers how to campaign, ‘Share the Secret Recipe’, to the ground podcast at use those cuts at home. connect people during social isolation. mla.com.au/on‑the‑ground Marketing activities provided This campaign brought together consumers with: isolated seniors with young Aussies • information on how to prepare meat seeking cooki gspation. Turn the page to read • inspiration to expand their red meat More people are searching online about MLA’s response meal repertoire for ways to cook and prepare lamb to COVID-19 in • tips for freezing and thawing red meat. dishes because of COVID-19, so we’re international markets. 43