From 2022, Meat & Livestock Australia (MLA), the organisation representing Australian red meat producers in conducting research and developing livestock farming methods and marketing activities, will begin to work closely with Vietnamese importers, retailers and the restaurant service industry. MLA will provide full information and support marketing activities to strengthen the distribution network, as well as brand recognition for Australian beef and lamb through the brand.True Aussie Beef and Lamb.
True Aussie Beef & Lamb (TABL) is one of the strategic brands successfully deployed by MLA in 34 countries, contributing to building and maintaining the leading position of the Australian red meat industry in the global market.
Vietnamese people have a preference for consuming more red meat in recent years.
According to MLA reporting data, Australia is the second largest supplier, accounting for about 18% of Vietnam's imported beef (slaughter) market in 2020 - 2021. Vietnam is the 6th largest market and one of the fastest growing countries in the Australian beef export market globally since 2018. Total beef exports recorded record growth in the period 2020 - 2021, up 17% year-on-year to 16,118 tonnes, reaching a value that doubled the average volume of the three years before the pandemic broke out (source: MLA, Market Snapshot, Viet Nam, November 2021).
Table 1: Red meat imported into Vietnam over the years. Unit 1,000 tons. Source IHS Markit. *Including goat meat.
Table 2: Data on fresh beef exports from Australia to Vietnam. Unit: 1,000 tons. Source: IHS Markit.
Ms. Lan Huong, Vietnam Market Development Director, shared: “Vietnam has a dynamic economy and people have a preference for consuming more red meat in recent years. Just a quick glance at the menu in many restaurants or supermarkets can easily see that Australian beef is becoming a popular choice. Therefore, True Aussie Beef and Lamb hopes to continue its mission of providing more knowledge and transparent information about the differences and diversity of Australian beef to Vietnamese consumers, to support them in making purchasing decisions."
Ms. Tran Thi Lan Huong, representative of True Aussie Beef and Lamb brand in Vietnam.
Launching True Aussie Beef and Lamb in Vietnam
On February 25, MLA officially launched the True Aussie Beef and Lamb brand in Vietnam, through a Chef's table party in collaboration with Executive Chef Heath Gordon of Park Hyatt Saigon Hotel. The party was attended by top chefs in Vietnam such as Chef Hoang Tung (Tung Dining restaurant), Chef Thierry Mounon (La Villa restaurant), along with many other journalists and artists.
“In our first collaboration with True Aussie Beef and Lamb, we wanted to take diners through a culinary experience using the finest Australian-raised red meats, including Black Angus, Wagyu and lamb. The dishes are arranged to allow diners to experience the original deliciousness of raw meats like Wagyu Tartare, medium rare like Black Angus Tataki, and French beef bourginon,” said Chef Heath.
Wagyu Tartare from Australia is served for dinner.
Executive Chef Heath added: “As a chef, it is important for me to know how the beef I am cooking for my customers is raised and what quality it is, as all my dishes must be made with the best ingredients. That is why Australian beef remains my preferred choice to this day, as I know that Australian beef and lamb will always give me consistent quality and taste every time.”
Chef Heath Gordon is presenting the menu and introducing the dishes at the party.
Mr. Spencer Whitaker, Market Development Director for Southeast Asia, said: "Not only in Vietnam, Australian beef is highly appreciated in the international market. When it comes to beef, Australia is a special country because it is an island located independently from other continents, with a large area of fertile land with green pastures and rich vegetation, abundant clean water resources that provide livestock with a quality living environment, animal welfare is guaranteed. Australia's "from paddock to plate" approach and strict quality control standards are reflected in every piece of beef. Thanks to that, Australian beef always gives consumers absolute peace of mind when using it."
More information
Meat & Livestock Australia (MLA) is an Australian not-for-profit association, established to support trading and exporting companies in the Australian red meat export industry through activities: Market research, marketing activities and market development.
True Aussie Beef & Lamb (TABL) is one of the strategic brands that MLA uses for promotional activities and export market development for beef, lamb, goat and veal products, which has been widely deployed in 34 countries globally to date.
