Meat & Livestock Australia (MLA) has joined forces with Alibaba to promote Australian beef and lamb products to Chinese consumers.
Over the Australia Day long weekend, MLA’s ‘True Aussie Beef and Lamb’ logo was added to 160 Australian products from 14 suppliers on Alibaba’s Tmall ecommerce platform.
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The addition of the MLA-owned brand allows consumers to identify high quality Australian products and also helps Australian producers tap into China’s soaring demand for Australian agricultural products.
“This is a unique partnership in the Chinese market,” said Michael Finucan, MLA General Manager, International Markets.
“With ecommerce the leading sales platform in China, partnering with Alibaba opens up access to a huge network of consumers and allows MLA to communicate directly with these consumers about the benefits of buying Australian beef and lamb – ultimately creating more value for Australian producers and the whole Australian supply chain.”
As part of the campaign, 400,000 Chinese viewers also tuned in to a special livestream of an Australia Day BBQ event in Shanghai, which featured demonstrations on how to cook and prepare Australian beef and lamb.
“Appetite for Australian fresh food in China continues to experience significant growth and ecommerce channels provide a unique opportunity for exporters to connect with hundreds of millions of Chinese consumers,” said Maggie Zhou, Managing Director of Alibaba Group, Australia & New Zealand.
“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.”
While Australian beef and lamb formed the ‘anchor’ products of the campaign, Alibaba’s fresh food business, Tmall Fresh also promoted other Australian fresh foods, including fruit and seafood.