Celebrity chef key tool in Middle East region red meat awareness + VIDEO

Beef Central, 12/02/2016

Celebrity chef Tarek Ibrahim is an important part of the Australian red meat industry’s marketing effort in the Middle East/North Africa region, MLA regional manager David Beatty explains in this international red meat market update video.

Tarek fronts TV shows on the largest Arabic-speaking cooking network broadcast across the region, with an audience of 55 million homes and 300 million people.

Known to his viewers simply as the “Meat Man,” he is able to highlight the quality and safety aspects of Australian beef and lamb to viewers across the region, as part of his Master Class recipe demonstration series.

Mr Beatty explains that the Middle East/North Africa region is a diverse but very competitive environment for imported Australian beef and lamb.

He highlights the impact of recent retail promotions with major supermarket groups like Lulu and Carrefour, which recorded strong increases in sales after media campaigns and in-store demonstration work. Freshness is a key attribute in the minds of many Middle Eastern customers.

Click the link below to view the short video

As a global marketing organisation, Meat & Livestock Australia has six International Business Managers based in key export destinations – each charged with promoting the superior safety and quality systems of Aussie red meat in order to gain better market access and grow demand. This video is part of a series highlighting developments in all six regions.

Click here to view an earlier Korean market update video, or click here to view a video discussing the EU market.



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