Launching at a trade fair in China later this month, all Australian red meat will soon be sold as one brand, True Aussie.
As part of Meat and Livestock Australia’s attempts to standardise the marketing of red meat worldwide, the True Aussie brand will replace logos such as Aussie Beef, the weeklytimesnow reports.
MLA global marketing general manager, Michael Edmonds, said that up until now the marketing of Australian red meat has changed depending on the country it was destined for.
“We have had a number of really good programs and logos for specific countries,” Edmonds said.
But with consumers travelling more, it makes sense to have a universal marketing campaign, he said.