比娜厨师亮相 WAMMCO 年度股东大会，现场菜品展示

从孟买、马尼拉到曼谷、胡志明市，亚洲多位颇具影响力的大厨在十月开启为期两周的行程，实地探访澳大利亚羔羊养殖全流程。

来自南亚、东南亚等13个国家的23位厨师参与了澳大利亚肉类与畜牧业协会（MLA）的“羔羊大使”项目。该项目旨在助力澳大利亚羊肉在增速强劲的出口市场建立口碑。

代表团先后走访西澳大利亚州与维多利亚州，行程包含牧场参观、供应链知识讲解以及厨艺展示，帮助厨师深入了解他们在自家餐厅供应的澳式羔羊背后的生产故事与产品特色。

今年代表团此行的一大重点是印度。随着市场准入条件改善，印度为澳大利亚羊肉出口商带来了新机遇。

澳大利亚肉类与畜牧业协会（MLA）东南亚区域经理瓦莱斯卡表示，《澳印经济合作与贸易协定》（AI‑ECTA）生效后，贸易量从较低基数增长了十倍以上。

“贸易从很低的起点增长超十倍，我认为仍有进一步上升空间。”她说。

本次项目有两位来自孟买的知名大厨参与，也体现出孟买作为进口肉类门户城市的重要地位。

“进入印度的大量进口产品，包括澳大利亚羔羊，都会先抵达孟买，所以这里是绝佳的切入点。”瓦莱斯卡介绍道。

代表团成员包括希尔顿集团的阿尔塔姆什主厨，以及萨尔泰餐饮集团的比娜主厨，帮助澳大利亚肉类与畜牧业协会对接印度高端餐饮与大众休闲餐饮两大赛道。

项目的印度板块也获得澳大利亚政府支持，厨师参与由澳大利亚外交贸易部（DFAT）与澳大利亚贸易投资委员会（Austrade）合作组织。

厨师们回国之后，多位将配合后续澳大利亚商贸出访活动，开展产品推广。

东南亚依旧是澳大利亚红肉出口增速最快的区域之一。

瓦莱斯卡表示，消费偏好转变，带动市场对安全可靠、品质上乘的蛋白食材需求持续走高。

“东南亚是增长最快的市场，贸易规模年均增幅接近9%。”她说。

这一增长态势，也体现在各大行业展会的高参与度上，例如泰国亚洲国际食品展（THAIFEX）与新加坡亚洲食品酒店展（FHA），澳大利亚出口商持续加大参展布局。

瓦莱斯卡介绍，澳大利亚肉类与畜牧业协会在THAIFEX的参展规模不断扩大，统筹搭建的澳大利亚联合展馆面积较往年将扩大一倍以上。

“这是我们第二年由澳大利亚肉类与畜牧业协会统筹展位参展THAIFEX，本次展出面积将实现翻倍。”

除开发新客户之外，展会对于维护原有合作关系、对接区域各地采购商而言，依旧至关重要。

在东南亚各市场中，泰国对澳大利亚羔羊肉的需求表现尤为突出。

虽然部分邻国对大羊肉（mutton）需求旺盛，但泰国已经发展成为以羔羊肉为主的市场。

“泰国市场几乎只消费羔羊肉。我认为这是因为泰国消费者看重品质与品牌。”瓦莱斯卡说道。

随着当地高端蛋白食材消费需求上涨，澳大利亚肉类与畜牧业协会（MLA）将本土市场投入资源扩充一倍，依托澳洲肉类学院等项目，为零售商、餐饮服务商提供支持并开展培训。

瓦莱斯卡提到，在全球其他供应方竞争日趋激烈的背景下，突出原产地品牌建设依旧十分关键。

菲律宾是另一个愈发受到关注的市场。

该市场过去长期以美国肉类产品为主，如今正在发生变化：消费者想要更多种类的蛋白食材，韩餐、日料风潮也持续流行。

瓦莱斯卡认为，澳洲草饲牛肉、谷饲牛肉、和牛以及羔羊肉，都有机会切入细分市场与高端赛道。

“我们希望打破固有印象，消除大家觉得羔羊肉难做、不容易买到的误解。”她说。

本次推广活动得到菲律宾主厨、餐饮主理人、澳大利亚肉类与畜牧业协会羔羊大使塔通主厨的助力。他在社交媒体拥有大量粉丝，在当地餐饮圈颇具影响力，帮助澳洲羔羊生产商触达本土消费者。

走出厨房之外，澳大利亚肉类与畜牧业协会（MLA）正通过一条别出心裁、成效愈发突出的渠道提升品牌认知：足球。

现代东盟杯合作取得良好反响之后，协会将推广重心转移至东南亚的虾皮杯赛事。这项俱乐部赛事将持续举办至次年五月，随后迎来女子锦标赛。

瓦莱斯卡表示，本次合作平台依托美食、家庭与运动共通的文化内核，拉近澳洲牛肉和消费者之间的距离。

“我们原本没有想到，体育运动和牛肉产品可以如此相得益彰。”她说道。

“但在东盟地区，足球文化、欢聚相伴的氛围，搭配澳洲牛肉，确实是可行的推广方向。”

新一轮推广活动将邀请足球运动员出镜，并联动澳大利亚肉类与畜牧业协会的“澳洲牛肉伙伴计划”，在泰国、越南、马来西亚、印尼上线线上内容、开展零售促销、餐饮落地活动以及商超线下推广。

“我们集结营养师、足球运动员，围绕‘澳洲好肉，助你驰骋’这一口号，落地零售项目与餐饮推广。”瓦莱斯卡介绍。

对澳大利亚肉类与畜牧业协会而言，该策略体现出澳洲牛羊肉在亚洲整体推广思路的转变。

市场准入与贸易合作依旧是核心根基，但想要实现长期发展，还需要建立文化层面的联结。

从主厨、餐饮经营者，到足球明星，这些深受当地信赖的本土意见领袖，正在助力澳洲红肉触达东南亚各地消费者。

消息来源：MLA

Chef Beena plates up at the WAMMCO AGM

From Mumbai and Manila to Bangkok and Ho Chi Minh City, some of Asia's most influential chefs spent two weeks in October experiencing Australian lamb production firsthand.

The 23 chefs, representing 13 countries including Southeast and South Asia, took part in Meat & Livestock Australia’s (MLA) Lambassador program, an initiative designed to build advocacy for Australian lamb in some of the industry's fastest-growing export markets.

Travelling through Western Australia and Victoria, the delegation combined paddock visits, supply chain education and cooking demonstrations, helping chefs better understand the story and attributes behind the Australian lamb they serve in their restaurants back home.

India emerges as a market to watch

A major focus of this year's delegation was India, where improved market access has created new opportunities for Australian sheepmeat exporters.

MLA Regional Manager – South East Asia Valeska said trade had increased more than tenfold from a small base following the Australia-India Economic Cooperation and Trade Agreement (AI-ECTA).

“Trade's grown over 10 times off a very low base. I think there’s still room to grow,” she said.

Two prominent Mumbai chefs joined the program, reflecting the city's significance as a gateway for imported meat products.

“A lot of the imports that come into India, including Australian lamb, go into Mumbai, so I think that’s a perfect place to start,” Valeska said.

Among the delegation were Chef Altamsh from the Hilton Group and Chef Beena from Saltae Hospitality Group, providing MLA with connections across both premium hospitality and casual dining segments of the market.

The Indian component of the program also attracted support from the Australian Government, with chefs participating through a partnership involving DFAT and Austrade.

Following their return home, several chefs will participate in promotional activities linked to upcoming Australian trade visits.

Southeast Asia's growth story continues

Southeast Asia remains one of the fastest-growing regions for Australian red meat exports.

Valeska said changing consumer preferences were driving rising demand for safe, trusted and premium-quality proteins.

“Southeast Asia is the fastest growing region, with trade growing almost 9% on average annually,” she said.

This growth is also reflected in strong participation at major trade events such as THAIFEX and FHA, where Australian exporters continue to increase their presence.

Valeska said MLA’s presence at THAIFEX was continuing to grow, with the coordinated Australian pavilion set to more than double in size compared with previous years.

“It's only our second year at THAIFEX under the MLA-coordinated booths and we’re going to more than double our footprint,” she said.

Beyond attracting new customers, trade shows remain crucial for maintaining existing relationships and building connections with buyers from across the region.

Thailand shines as a premium lamb market

Among Southeast Asian markets, Thailand continues to stand out for Australian lamb.

While some neighbouring countries maintain significant demand for mutton, Thailand has developed into a predominantly lamb-focused market.

“Thailand is almost entirely a lamb market. I think it's because Thai consumers appreciate quality and appreciate brands,” Valeska said.

The country’s growing appetite for premium proteins has prompted MLA to double its in-market resources, supporting retailers, foodservice operators and education programs through initiatives such as the Aussie Meat Academy.

Valeska said strong country-of-origin branding remained critical as competition from other global suppliers intensified.

Opportunity growing in the Philippines

The Philippines is another market attracting increased attention.

Historically dominated by US product, the market is evolving as consumers seek a wider variety of proteins and Korean and Japanese food trends gain popularity.

Valeska believed Australian grassfed beef, grainfed beef, Wagyu and lamb all had opportunities to capture niche and premium segments.

“We want to try and debunk the myth that lamb may be difficult to cook or that it's not easy to find,” she said.

Supporting the campaign is Filipino chef, restaurateur and MLA Lambassador Chef Tatung. His substantial social media following and influence within the local food scene is helping connect Australian lamb producers with local audiences.

Football delivers a new platform for Aussie beef

Away from the kitchen, MLA continues to build awareness through an unconventional but increasingly successful channel: football.

Following the success of the Hyundai ASEAN Cup, attention has shifted to the regional Shopee Cup. The club competition runs through to May before making way for the Women’s Championship.

Valeska said the partnership platform was helping connect Australian beef with consumers through a shared culture of food, family and sport.

“We didn't realise how well sport and beef would come together,” she said.

“But in ASEAN, definitely the culture of football, the culture of togetherness and enjoying all the moments with Australian beef, I think that's the way to go.”

New campaigns will feature footballers alongside MLA's Aussie Beef Mates program, including digital content, retail promotions, foodservice activations and supermarket appearances across Thailand, Vietnam, Malaysia and Indonesia.

“We've got nutritionists involved, footballers involved, retail programs and foodservice activations under the banner of ‘Aussie meat, you run!’,” Valeska said.

For MLA, the strategy reflects a broader shift in how Australian beef and lamb are promoted across Asia.

Market access and trade remain critical foundations, but long-term success also depends on building cultural connections.

From chefs and restaurateurs to football stars, trusted local voices are helping Australian red meat connect with consumers across the region.

Source：MLA