IN MARKET GROWING DEMAND rketing during COVID‑19 It’s likely restaurants will focus more on being a part of the community, a destination for warm hospitality and a place to connect through food and experience. Already we’re seeing a shift in the logistics of restaurant operations, particularly with a move towards set menus. With less chefs, fewer staff on the floor and restricted dining times, set menus allow restaurants to plan in advance, reduce waste and tighten the bottom line. Less labour means less components to each dish, so we’ll see a return to simplicity, allowing quality produce to shine. Diners will be more focused on where their food comes from and restaurants will use the stories of produce to engage them. Red meat must capitalise on its Above and below: Australian beef was showcased in the June edition of Men’s Fitness quality, authenticity, provenance magazine, which is read by 260,000 Australians. and connection to community – the paddock‑to‑plate story has never Australian beef sizzles been more relevant. on MasterChef The focus of Rare Medium throughout COVID‑19 and beyond is to champion Samantha Warfield‑Smith Australian red meat’s place on menus MLA Senior Brand Manager – Beef and raise its profile among the Australian beef played a starring role foodservice community. on the nation’s favourite cooking show, The e‑magazine has evolved, with MasterChef Australia 2020. new sections reflecting anticipated ‘Australian Beef. The Greatest’ was changes to the foodservice sector advertised on TV during MasterChef and a broadening of voices to tell and Australian beef was featured in a the Australian red meat story. We mystery box challenge for contestants, welcome one of Australia’s most demonstrating its versatility across a renowned food journalists, Pat range of dishes – more than one million Nourse, and one of Australia’s most Aussies tuned into this episode, which influential chefs and restaurateurs, aired in June. Mark Best, as regular contributors to This included highlighting the the publication. COVID‑19 has had a significant importance of nutrition and healthy Our current issue looks at impact and impact on the Australian foodservice eating during isolation. Australian beef adaption throughout the red meat sector and there’s been a need to featured in the June issue ofMen’s supply chain, profiling those using shift the types of cuts traditionally Fitness magazine, which was read by red meat with success during the seen in foodservice into retail. 260,000 Aussies. The article featured COVID‑19 crisis. In a time of uncertainty The MasterChef campaign was one of MLA’s Beef Ambassadors, rugby for foodservice, Rare Medium remains ideally timed, to demonstrate to star Lewis Holland, who provided a constant and a trusted source of consumers how to use these cuts recipe inspiration and useful tips on knowledge to keep red meat on menus at home. cooking and storing beef. in the new normal and beyond. Australian Beef is also an official partner of Australia’s teams for the Tokyo Samantha Warfield Smith Mary‑Jane Morse Olympic Games and Paralympic Games, E: swarfieldsmith@mla.com.au E: mmorse@mla.com.au but with these events postponed Rare Medium until 2021, MLA has tapped into new : ways to market Australian beef to raremediummag.com domestic consumers. Continued overleaf 41