HOME-GROWN beef will fuel the elite Australian athletes competing in the 2020 Tokyo Olympics in a deal which will put beef on the biggest promotional platform in its history.
Key industry body Meat and Livestock Australia has negotiated a deal to become an official partner of Australia’s Olympic team which will include cross promotion in both Australia and Japan, the beef industry’s two largest markets.
In what is becoming somewhat of a tradition, MLA used its annual general meeting, held in Canberra this afternoon, to outline the groundbreaking move.
Managing director Richard Norton said Australian beef was the greatest in the world, produced with care by Australians who were prepared to set their sights high and have a go – often taking on the impossible and always with a passion to do their best.
“So it is fitting that we align with the greatest sporting event in the world,” he said.
In Australia, marketing activity will extend from television and social media to point-of-purchase material.
Sports dieticians and nutritionists, with a reach that extends not only to elite athletes but right through to grassroots participation sports, will be the focus of MLA’s nutrition communications and education program.
In Japan, Australian beef will be served at all official Australian Olympic team events.
“And we’ll be working with the Australian Olympic team to take the message of Australian
Beef as part of a healthy diet to communities and consumers all over the country in the time from now until the games,” Mr Norton said.
Hundreds of people whose livelihood depends on the red meat supply chain are in Canberra this week for the big MLA-organised industry event Red Meat 2018.