The Aussie Beef & Lamb brand is used to promote Australian red meat across export markets, representing beef, lamb, goat and veal.

The aim for the ABL brand in the UK market is to service a percentage of the 400,000 tonnes of beef and 80,000 tonnes of sheep meat that is already imported into the UK from overseas countries each year. The UK currently imports 30% of its red meat from overseas from regions such as Eastern Europe, New Zealand and South America.

Stephen Edwards is UK business manager for Meat and Livestock Australia (MLA). MLA is a service provider to the red meat industry, funded by livestock transaction levies paid on livestock sales. It delivers research and development as well as marketing research and development programmes globally, and acts as a custodian of the ABL brand.  

He said: “For centuries, Australian farmers have passed down their knowledge from generation to generation, creating a proud meat and livestock industry brimming with tradition. We have a world-leading supply chain and an unspoiled environment in which to raise animals.

“This underpins Australia’s reputation for producing some of the finest beef and lamb, which we hope will complement the high-quality British red meat produced here in the UK during low season and in certain niche markets.

“The UK is a nation of red meat lovers. It is a diverse market where there is both room and demand for Australian exported products. Given our shared approach to food standards and animal welfare, bringing the brand to UK shores is about satisfying the consumer demand that exists in supermarkets and amongst food suppliers and restauranteurs who want to source quality product for British consumers.”

British beef tends to be lean, grass-fed meat that is both a high quality and affordable option. Australia has the means to produce large amounts of very consistently good grain-fed beef meat, which is renowned for its taste and superior cookability.

Grain-fed beef is favoured by chefs at top end restaurants, fine dining establishments, premium steakhouses and gastropubs. The ABL brand says it can offer a real point of difference to the red meat produced currently in the UK.

Cornerstones of the Aussie Beef & Lamb brand:

• Food Standards: Maintaining quality and food safety standards is essential to the international reputation and integrity of Australia’s red meat export market.
• Sustainability: The sector is working towards net 0% greenhouse gas emissions by 2030 and to date has reported a 65% reduction in carbon dioxide emissions (on a 2005 baseline) and reduced water usage in cattle production by 73% (since 1985).
• Traceability: Australia has a world leading traceability and quality assurance system that ensures the safety and integrity of Australian red meat. A ‘whole of life’ electronic tag is placed on every individual cattle.
• Animal welfare: The Australian red meat industry commits to the five domains of animal welfare, including (1) nutrition (2) environment (3) health (4) behaviour and (5) mental state.
• Grading high quality and healthy meat: Meat Standards Australia labels each cut of beef with a guaranteed grade, eating quality and recommended cooking method.