Opportunity for Australian beef and sheep to conquer the Vietnamese market

Potential market

Meat & Livestock Australia (MLA), the organization that represents Australia’s red meat producers in research, development, farming practices and marketing, said that from 2022 the MLA will begin to co-operate. Working closely with importers, retailers and the restaurant service industry of Vietnam to provide full information, support marketing activities to strengthen distribution network as well as brand recognition for customers. Australian beef and lamb through the True Aussie Beef and Lamb brand.

True Aussie Beef & Lamb (TABL) is one of the strategic brands successfully deployed by MLA in 34 countries, contributing to building and maintaining the leading position of the Australian red meat industry in the global market. .

According to MLA report data, Australia is the second largest supplier, accounting for about 18% of Vietnam’s imported beef (slaughter) market in 2020-2021. Vietnam is the sixth largest market and one of the fastest growing Australian beef export markets globally since 2018. Total beef exports recorded record growth during 2020 period. -2021, up 17% year-on-year to 16,118 tonnes, doubling the average volume of the three years before the pandemic broke out.

Ms. Tran Thi Lan Huong – Vietnam Market Development Manager of TABL shared: “Vietnam has a dynamic economy and people have a preference for red meat consumption in recent years. A quick glance at the menus at many restaurants or supermarkets makes it easy to see that Australian beef is becoming a popular choice. Therefore, True Aussie Beef and Lamb wishes to continue its mission of providing more knowledge and transparent information about the difference and diversity of Australian beef to Vietnamese consumers to assist them in making buying decision.”

Ms. Tran Thi Lan Huong, representative of True Aussie Beef and Lamb brand in Vietnam

The appeal of the True Aussie Beef and Lamb brand

On February 25, MLA launched True Aussie Beef and Lamb brand in Vietnam through a Chef’s table party in collaboration with Executive Chef Heath Gordon of Park Hyatt Saigon.

“In the first collaboration with True Aussie Beef and Lamb, we want to bring diners to experience dishes made from the highest quality red meat products raised in Australia such as Black Angus beef, Wagyu and sheep. young. The dishes are arranged so that diners can feel the original taste of raw meat such as Wagyu Tartare to rare as Black Angus Tataki and French bourginon stew,” said Chef Heath.

Wagyu Tartare from Australia served for dinner

Executive Chef Heath added: “As a chef, it’s important for me to know how the beef I’m cooking for my clients is raised and of what quality? Because of all of our dishes. I have to be prepared with the best ingredients That’s why Australian beef is by far my preferred choice, as I know that Australian beef and lamb have always guaranteed me quality and Consistent taste with every use.”

Chef Heath Gordon is presenting the menu and introducing dishes at the party

Mr. Spencer Whitaker – Market Development Manager Southeast Asia TABL said: “Not only in Vietnam, Australian beef is highly appreciated in the international market. When it comes to beef, Australia is a special country. It is special because it is an island that is independent from other continents with a large and rich land area with green grasslands and rich vegetation, an abundant source of clean water that gives livestock a quality living environment. , animal welfare is guaranteed.Australia’s paddock to plate approach and strict quality control standards are reflected in every piece of beef. Australia always gives consumers peace of mind when using it.”

Attendees

The party was attended by top chefs in Vietnam such as Chef Hoang Tung from the restaurant listed in the top 100 best restaurants in Asia Tung Dining, Chef Thierry Mounon from La Villa restaurant, representative guests. for food lovers.

Doan Phong