Meat & Livestock Australia (MLA) has teamed up with Alibaba’s Tmall Fresh to market Australian beef and lamb to Chinese consumers.
Fourteen suppliers of Australian beef and lamb promoted selected products under a ‘True Aussie Beef and Lamb’ logo in China over the weekend as part of an Australia Day campaign and to celebrate Australian beef and lamb ahead of Chinese New Year.
The MLA-owned logo appeared on a total of 160 Australian products that were available on Tmall Fresh.
The branding aims to enable consumers to identify high quality Australian beef and lamb. As part of the celebrations, more than 400,000 Chinese viewers tuned in to a livestream event featuring an Australia Day BBQ cooking competition, as well as a series of demonstrations on how best to prepare Australian beef and lamb.
“The appetite for Australian fresh food in China continues to experience significant growth and e-commerce channels provide a unique opportunity for exporters to connect with hundreds of millions of Chinese consumers,” Alibaba Group Australia & New Zealand MD Maggie Zhou said.
“This partnership will not only benefit beef producers but also farmers across Australia, bringing their best products to a new generation of Chinese consumers and making it easier for Chinese buyers to find the top-quality beef products they want.
“Through the use of Alibaba’s e-commerce channels, we’re making it easier for Chinese consumers to identify, and buy, high quality Australian meat,” she said.
While Australian beef and lamb formed the ‘anchor’ products of the campaign, Tmall Fresh also promoted other Australian fresh foods, including fruit and seafood.
