Victorian grass-fed beef is now on the tables of some of Manila’s most renowned restaurants as part of a Victorian Government promotional campaign recently launched in the Philippines.
Led by the Department of Economic Development, Jobs, Transport and Resources (DEDJTR) in partnership with Austrade and Meat and Livestock Australia, the promotion will see quality Victorian grass-fed beef promoted through tailored menus in top Manila restaurants.
DEDJTR Market Manager, South East Asia Brendan Larkin said the promotion is an opportunity to boost the profile of Victoria’s premium grass-fed beef to new consumer markets in the Philippines.
“Customised menus at participating restaurants in Manila are now set to educate diners about the quality and health benefits of eating Victorian grass-fed beef and also highlight Victoria’s commitment to ensuring food safety and traceability,” Mr Larkin said.
Mr Larkin said the promotion will help increase opportunities for Victorian exporters.
“Consumer demand for quality grass-fed beef is on the rise in the Philippines and now is a pivotal time to continue to build consumer and industry awareness of Victoria’s grass-fed beef,” Mr Larkin said.
“Victoria is renowned for premium, grass fed beef and growing consumer demand gives Victoria a competitive advantage in this market.”
“This promotion will help to give retailers a better understanding of the state’s capacity and capability to supply high quality meat products, with the expectation long term trading partnerships will be initiated.”
RLGC Foods President & Melbourne Prime CEO Mauro R. Urrutia said the promotion will help create a much greater appreciation among a much larger segment of Filipino consumers.
“We are confident that this promotion and, many more like it in the immediate future, will drive consumption of Australian Grass-Fed beef to ever-increasing levels,” Mr Urrutia said.
Australian grass-fed beef is naturally low in fat and cholesterol, while offering a high level of Omega 3 fatty acids known to lower blood pressure and reduce the risk of certain cancers.
Last financial year the value of all meat exports from Victoria surged 36 per cent to value $2.3 billion of that total, Victorian beef exports accounted for 44 per cent with a value of $1billion.
First published in Leading Agriculture Issue 8