International chefs attending last year’s Aussie Beef Mates event – MLA executive chef Sam Burke at right

A GROUP of 16 internationally acclaimed chefs, food professionals and influencers are in Australia this week as part of an immersive experience that will help promote Aussie beef to the world.

The ambassadors are from 12 countries and are part of MLA’s “Aussie Beef Mates” program, which brings together international advocates to raise awareness of and demand for premium Australian beef.

The group will be engaging with NSW producers, chefs, butchers and food industry leaders to deepen their understanding of Australia’s world-class beef supply chain and culinary innovation.

As part of their week-long delegation, the chefs will visit farms, feedlots and processing facilities across New South Wales in order to observe Australia’s world-leading beef production systems.

They will also collaborate with local wineries, restaurant, and pubs to explore innovative ways of showcasing Australian beef on the plate.

Organised by MLA in strategic partnership with Investment NSW, the delegation runs from May 27 to June 3.

General Manager of International Markets for MLA, Andrew Cox, said the group would gain valuable knowledge of the Australian industry and production systems, which they would use to directly promote Australian beef in overseas markets.

“Bringing these creative and skilled professionals to Australia to engage directly with primary producers creates a powerful marketing tool,” Mr Cox said.

“The aim is to create a group of educated ambassadors who can use their firsthand experience in their own businesses and to educate others in their home countries.”

Investment NSW Executive Director Karla Lampe said the Aussie Beef Mates program will amplify NSW’s top-quality beef and agrifood products to a global audience.

Partnering with industry to develop sector focus programs is a feature of the NSW Government’s Trade and Investment Strategy 2035 to support product and market diversification.

“NSW is highly regarded on the world stage for its exceptional produce and robust safety standards, making us an ideal market to source quality produce. NSW is well positioned to respond to global agrifood opportunities,” Ms Lampe said.

“Beef exports from NSW totalled $2.2 billion in 2023-24 and we’re determined to ensure it continues on a growth trajectory.

“A great way to do that is to further amplify the incredible work of our beef producers in regional NSW, which is exactly what the Aussie Beef Mates program seeks to achieve.”

The experience will culminate in the Aussie Beef Mates Networking Event, where key stakeholders from the NSW Government, beef producers, exporters, and the food service industry will gather to celebrate the delegation’s journey.

The Aussie Beef Mates will return to their home countries with fresh ideas and insights, becoming ambassadors for Australian beef in their local markets.

Through this program, MLA and Investment NSW will continue strengthening relationships with key international markets and drive demand for Australian beef.

View biographies for all our Aussie Beef Mates here: Get to know the 2025 Aussie Beef Mates

Source: MLA