Meat & Livestock Australia (MLA) is continuing to build demand and strengthen trade relationships for Australian beef, sheepmeat, goatmeat and livestock across Southeast Asia, supported by market engagement, promotional activity and an expanding presence in established and emerging markets.
A recent focus was the Food and Hospitality Asia event in Singapore, where MLA coordinated an Australian red meat showcase. The MLA stand hosted 14 Australian exhibitors, with additional meat companies represented across the broader Australian pavilion.
The program included cooking demonstrations, tastings, a chef forum attended by more than 100 trade guests, and a young chefs’ competition highlighting applications of Australian red meat. These activities were supported by industry networking and direct engagement with buyers and foodservice operators.
MLA managing director Michael Crowley said Southeast Asia remains an important market for Australian red meat.
“Southeast Asia accounts for around 15 per cent of Australia’s global red meat and livestock exports, valued at approximately $3.4 billion in 2025,” Crowley said.
“Markets including Malaysia, Indonesia, Vietnam and Thailand continue to play a vital role in our global portfolio.
“Our focus is not only on promoting the quality and versatility of Australian beef and lamb, but on building long-term partnerships with customers and governments across the region.”
An Australian red meat networking and trade event in Singapore attracted about 380 guests from trade, retail and foodservice sectors. The event featured menus prepared by industry representatives, tailored to regional preferences.
“Events like this allow us to connect directly with the people who influence purchasing decisions and menus,” Crowley added.
“They are instrumental in building trust and reinforcing Australia’s reputation as a premium red meat supplier.”
MLA’s activity in the region also includes marketing and brand partnerships, including engagement with ASEAN football competitions to build consumer awareness.
Senior MLA representatives, including Crowley and general manager international markets Andrew Cox, visited Singapore, Malaysia, Thailand, Vietnam and Indonesia to meet industry stakeholders and assess market conditions. In Indonesia, MLA also took part in the annual live export importer exporter meeting alongside the Australian Livestock Exporters Council and LiveCorp.
Cox said Indonesia remains a key market, particularly for live cattle exports.
“Indonesia is a key partner for Australia, and the live cattle trade plays an important role in supporting food security, employment and local supply chains,” he said.
“Our work through the LEP, which is jointly funded by LiveCorp, is focused on enhancing productivity and maintaining strong animal welfare outcomes while supporting sustainable, mutually beneficial trade.”
MLA continues to run retail and foodservice programs with partners across the region, including menu promotions in Malaysia, Ranch Market in Indonesia and Go Wholesale in Thailand.
In Vietnam, MLA has worked with Golden Gate Group to include Australian beef and lamb across its restaurant network, supported by technical input on product use and menu development.
Thailand is also a focus, with MLA set to exhibit at THAIFEX in Bangkok for the first time from 26 to 30 May 2026.
“Thailand represents an exciting opportunity for Australian red meat,” Cox said.
“Our debut at THAIFEX underscores our commitment to building awareness and demand in markets where consumption is growing and customers are looking for trusted suppliers.”
