IN MARKET GROWING DEMAND 31 August 2018 by Australian Prime Minister Scott Morrison and Indonesian Delving deeper SOUTH-EAST ASIA President Joko Widodo. Through the three-year, $17 million Population: 641 million Indonesia is the largest red meat Insights2Innovation project, part of consumer market in South-East Asia, the Australian Government’s Rural Area: 4.5 million km² accounting for half the red meat trade from Australia to the region. It is Research and Development for Population: 387.5 million Australia’s single largest live cattle and Profit program, MLA undertook the beef offal destination, and fifth largest Association of Southeast Asian Nations Population growth beef market – in all, a red meat trade (ASEAN) Attractive Cities Study. forecast: 403.1 million worth almost A$1 billion. MLA has looked at more than 30 cities by 2022 Under IA–CEPA, the 5% import tariff across the region and highlighted five on imported cattle and offal will be main cities where the focus will be in Total annual beef eliminated on entry, while the 5% tariff the next five years. They are Singapore, consumption: 3 million t on beef and sheepmeat products will Jakarta, Bangkok, Ho Chi Minh City and be removed on entry or halved and Kuala Lumpur. Forecast beef phased out. In-depth research based on 58 data consumption growth: Marketing points (including economic, political, 15% by 2022 The ‘True Aussie’ brand underpins social, technological, environmental and Largest beef consumers MLA’s marketing strategies in the region. legal factors) will be used to drive market in the region: Malaysians Initiatives in the past year included: investment and to open opportunities to Australian producers and the red meat at 7kg/capita/year, with • pop-up promotions featuring Singaporeans just behind giveaways and tastings in large value chain. supermarkets in Malaysia “We’ll be doing a deep dive into these five Average per capita beef • ‘True Aussie’ branding in large modern cities to further understand demographics, consumption across the meat markets consumers and purchasing behaviours, region: 4.8kg • sponsorship of chef cooking why they’re buying red meat or what competitions in Indonesia the barriers are. All that information will Largest single market: • targeted social media campaigns. be fed back to the industry, and market Indonesia, importing strategies and programs will potentially 58,000t of beef and Future strategies will be based on the be developed relating to those findings,” direction provided by the Attractive said MLA’s International Business 510,000 head of live cattle Cities Study (see story right). ■ Manager – Southern Asia, Ellen Rodgers. in 2017–18 Ellen Rodgers “Focusing on cities, rather than countries, Greatest portion of International Business Manager allows a more targeted approach, exports: Manufacturing – Southern Asia because obviously some countries are beef makes up 33%, E: erodgers@mla.com.au large and diverse, such as Vietnam.” followed by offal at 26% SOUTH-EAST ASIA Myanmar (Burma) Vietnam Laos Thailand Cambodia Malaysia Singapore Indonesia Brunei Timor-Leste 45