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Starting in 2022, Meat & Livestock Australia (MLA), the organization representing Australian red meat producers in conducting research and development on farming practices and marketing activities, will begin working closely with importers, retailers, and the Vietnamese restaurant industry. MLA will provide comprehensive information and marketing support to enhance distribution networks and brand recognition for Australian beef and lamb through branding.True Aussie Beef and Lamb.
True Aussie Beef & Lamb (TABL) is one of the strategic brands successfully implemented by MLA across 34 countries, contributing to building and maintaining the leading position of the Australian red meat industry in the global market.
Vietnamese people have shown a preference for consuming more red meat in recent years.
According to MLA data, Australia is the second largest supplier, accounting for approximately 18% of Vietnam's imported beef (slaughtered) market in 2020-2021. Vietnam is the sixth largest market and one of the fastest-growing markets for Australian beef exports globally since 2018. Total beef exports recorded record growth in 2020-2021, increasing by 17% year-on-year to 16,118 tonnes, doubling the average volume of the three years prior to the pandemic (source: MLA, Market Snapshot, Vietnam, 11/2021).
Table 1: Imported red meat market in Vietnam over the years. Unit: 1,000 tons. Source: IHS Markit. *Includes goat meat.
Table 2: Data on fresh beef exports from Australia to Vietnam. Unit: 1,000 tons. Source: IHS Markit.
Ms. Lan Huong, Director of Market Development in Vietnam, shared: “Vietnam has a dynamic economy and people have shown a greater preference for red meat in recent years. A quick glance at menus in many restaurants or supermarkets easily reveals that Australian beef is becoming a popular choice. Therefore, True Aussie Beef and Lamb aims to continue its mission of providing Vietnamese consumers with transparent knowledge and information about the differences and diversity of Australian beef, supporting them in making informed purchasing decisions.”
Ms. Tran Thi Lan Huong, representative of the True Aussie Beef and Lamb brand in Vietnam.
True Aussie Beef and Lamb Launches in Vietnam
On February 25th, MLA officially launched its True Aussie Beef and Lamb brand in Vietnam through a Chef's Table event in collaboration with Executive Chef Heath Gordon of the Park Hyatt Saigon. The event was attended by leading Vietnamese chefs such as Chef Hoang Tung (Tung Dining restaurant), Chef Thierry Mounon (La Villa restaurant), along with many journalists and artists.
“In our first collaboration with True Aussie Beef and Lamb, we wanted to offer diners an experience of dishes made from the finest red meats raised in Australia, such as Black Angus, Wagyu, and lamb. The dishes are arranged so that diners can appreciate the original flavors of raw meat like Wagyu Tartare, to medium-rare like Black Angus Tataki, and French-style beef bourginon,” shared Chef Heath.
Wagyu Tartare from Australia is served for dinner.
Executive Chef Heath further shared: "As a chef, it's crucial for me to know how the beef I'm cooking for my clients comes from and what its quality is like. Because all my dishes must be made with the best ingredients. That's why, to this day, Australian beef remains my preferred choice, because I know that Australian beef and lamb consistently guarantee me quality and flavor every time."
Chef Heath Gordon is presenting the menu and introducing the dishes at the party.
Spencer Whitaker, Director of Market Development for Southeast Asia, stated: "Australian beef is highly regarded not only in Vietnam but also internationally. When it comes to beef, Australia is unique because it is an island nation isolated from other continents, with vast and fertile land areas, lush green pastures and abundant vegetation, and clean water resources providing livestock with a high-quality living environment and guaranteed animal welfare. Australia's 'from paddock to plate' approach and rigorous quality control standards are reflected in every cut of beef. As a result, Australian beef always gives consumers absolute peace of mind when consuming it.”
Additional information
Meat & Livestock Australia (MLA) is an Australian non-profit association established to support Australian red meat trading and export companies through market research, marketing activities, and market development.
True Aussie Beef & Lamb (TABL) is one of the strategic brands that MLA uses for its promotional and market development activities for exporting beef, lamb, goat, and veal, which have been widely implemented in 34 countries worldwide to date.
