With a strong 50-year history in the Middle East, Meat & Livestock Australia (MLA) remains committed to delivering high-quality, Halal-certified Australian beef and lamb to the region. More than just a certification, the Australian Government Authorised Halal Program (AGAHP) ensures authenticity, integrity, and superior quality, aligning with the evolving preferences of MENA consumers.
In this exclusive interview, Andrew Cox, General Manager of International Markets at MLA, delves into what sets Australian red meat apart—from its world-class Halal standards and unmatched flavour to its sustainability initiatives and supply chain consistency. He also discusses the growing demand for premium proteins in the region and how MLA continues to support businesses, chefs, and retailers in integrating Australian beef and lamb into diverse culinary experiences.
How does the Halal certification of Australian red meat align with the specific needs and preferences of consumers in the MENA region?
Australian red meat is highly valued in the MENA region not only for its premium quality but also for the trust and reputation established through Aussie Beef & Lamb’s Halal certification. It’s more than just a label, this certification is a guarantee of authenticity, superior quality, and unwavering integrity. Every step of our process—from animal welfare and processing to packaging and labeling—is strictly regulated under the Australian Government Authorised Halal Program (AGAHP). This world-class, government-backed system works in close collaboration with accredited Islamic organisations to ensure that 100% of our exported red meat complies with stringent Islamic dietary laws while also meeting international food safety standards.
In a region where Halal compliance is essential, this rigorous certification provides consumers and businesses with confidence, reinforcing our reputation and driving sustained export growth. Today, boxed and carcass red meat accounts for 98% of our trade in the region, reaching an impressive $2 billion in 2023—up from just 42% two decades ago. This growth reflects the increasing demand for genuine, high-quality Halal-certified products and underscores our commitment to delivering premium Australian red meat tailored to the needs of MENA consumers.
What key qualities and attributes make Australian beef and lamb stand out from other imported meats in terms of flavour, texture, and quality?
It ultimately comes down to quality, consistency, and sustainability. Australian red meat is renowned for its exceptional taste and tenderness, thanks to the country’s ideal grazing conditions and strict grading system. Whether it’s pasture-raising lamb, premium Wagyu, or grain-fed or grass-fed beef, every cut is produced to the highest standards, making it a go-to choice for chefs, retailers, and consumers worldwide.
Take Australian Wagyu, for example. It begins with elite genetics—Australia has successfully combined traditional Japanese Wagyu bloodlines with modern, sustainable farming techniques to produce beef with exceptional marbling and flavour. One of Australia’s biggest advantages is its advanced grain-feeding programs. These carefully designed diets, fed over extended periods, enhance the
signature rich texture and deep flavour that makes Wagyu so popular. Combine that with Australia’s ideal environment, strong biosecurity measures, and rigorous processing standards, and you get a consistently premium product that can be supplied 12 months of the year to the highest global standards.
How does Aussie Beef & Lamb prioritise sustainability and traceability, and why are these factors critical for businesses sourcing premium red meat?
At Aussie Beef & Lamb, sustainability and traceability aren’t just buzzwords—they’re the backbone of our operation. Our producers employ sustainable farming techniques that protect the land and reduce environmental impact, with the industry on track to achieve carbon neutrality by 2030. Simultaneously, our advanced traceability system tracks every animal from birth to export, ensuring that every cut of meat meets our rigorous quality and safety standards. For our partners, this means a reliable, high-quality product that not only supports a healthier planet but also builds long-term trust with consumers.
Can you elaborate on the culinary versatility of Australian beef and lamb, and how they cater to diverse cooking styles and cuisines in the MENA market?
Australian beef and lamb are renowned globally for their incredible versatility in the kitchen. Whether you’re preparing a traditional Middle Eastern dish or exploring modern fusion cuisine, our meat delivers the lean, healthy profile and exceptional flavour that today’s consumers crave. From succulent lamb kebabs to gourmet Wagyu burgers, every cut adapts beautifully to various cooking styles. And with our live cooking demonstrations with experts like MasterChef Tarek Ibrahim, we’re continually showcasing new ways to transform our premium cuts into innovative, mouthwatering dishes that resonate with chefs and home cooks alike.
With the increasing demand for high-quality, sustainable proteins, how does Aussie Beef & Lamb align with evolving dining and consumer trends in the Middle East?
Consumer tastes in the Middle East are evolving, with a growing demand for leaner, naturally raised meats and responsibly sourced protein. Australia can offer premium grass-fed and free-range options all year round thanks to its mild climate and ideal grazing conditions. For chefs and consumers, this means we consistently deliver high-quality red meat that aligns with the region’s shift towards eating healthy protein.
Sustainability is also a big priority, with more consumers and businesses looking for ethically farmed, eco-friendly products. That’s where Australia’s commitment to responsible farming really stands out. We’re on track to reach carbon neutrality by
2030, reinforcing our role as a trusted supplier. With a 70% share of MENA’s sheep meat imports and a growing footprint in the premium beef market, Aussie Beef & Lamb continues to meet both traditional and modern culinary needs—without compromising on quality or sustainability.
How does Aussie Beef & Lamb support chefs and businesses in integrating premium cuts like Australian Wagyu or pasture-raised lamb into innovative menus?
We believe great food starts with great ingredients. Through our dedicated chefs programme, we work closely with leading restaurants and local culinary talents—such as MasterChef Tarek Ibrahim—to inspire and support creative menu development. As part of this programme, we often host local chefs, restauranteurs, and retail buyers from leading supermarkets in the region at our family farms in Australia so they can get an understanding of how much care is put into Australian red meat from the beginning of the animal’s life right through to the product that’s on their shelf or plate. Whether it’s the melt-in-your-mouth tenderness of Australian Wagyu or the robust flavour of pasture-raised lamb, our premium cuts consistently elevate every dish. Chefs appreciate the consistency and superior quality of our meat, which helps them craft innovative menus that delight diners.
And it’s not just high-end steakhouses—gourmet burger spots have also embraced Australian Wagyu with diners now willing to pay for top-quality beef, and Wagyu’s unmatched juiciness and flavour provide just that.
Another key factor that makes Australian Wagyu particularly appealing to industry professionals is its consistency. Thanks to advanced breeding programs and carefully controlled feeding regimens, chefs and restaurants know they’re getting top-notch quality every time. With the UAE’s booming hospitality industry, it’s no surprise that demand for Australian Wagyu keeps growing across all dining segments.
What role does product consistency and supply chain reliability play in establishing trust and long-term partnerships with businesses in the region?
Consistency and reliability are fundamental to Aussie Beef and Lamb’s reputation. With solid supply chain management and a stringent grading system, we ensure that every tonne of beef or sheep meat meets the highest quality standards. For instance, in key markets like the UAE and Saudi Arabia, our exports exceed 30,000 tonnes of beef and 65,000 tonnes of sheep meat annually. This dependable performance not only meets the immediate needs of our business partners but also lays the foundation for long-term, trust-based relationships—vital for any premium brand in today’s competitive market.
How do marbling and texture in Australian red meats influence their appeal for premium dining experiences?
Marbling and texture are at the heart of what makes Australian red meat so special. The natural marbling in our beef creates a rich, buttery flavour and a tender, juicy bite that transforms every meal into a gourmet experience. This delicate balance of texture and flavour not only enhances the dining experience but also provides chefs with a versatile ingredient that adapts to a wide range of culinary techniques. The result is a premium product that stands out on any menu and is highly sought after by the UAE’s discerning customers who value both taste and quality.
How do live cooking demonstrations at industry events such as Gulfood contribute to customer education and engagement with premium Australian meats?
Live cooking demonstrations are a key part of our strategy to connect directly with chefs, retailers, and consumers. At events like Gulfood, our expert chefs—including Dubai-based chef Vanessa Bayma —showcase innovative cooking techniques that highlight the natural texture, tenderness, and flavour of our meat. These hands-on sessions not only educate attendees about the superior qualities of Australian red meat but also inspire new ideas for incorporating our products into diverse menus. It’s an engaging way to demonstrate how Aussie Beef and Lamb can be transformed into extraordinary culinary experiences, reinforcing our commitment to quality and innovation.
Looking ahead, how is Aussie Beef & Lamb enhancing its offerings and partnerships to meet future demands and expectations in the MENA region?
The way red meat is enjoyed in the MENA region is evolving, and we are at the forefront of this change. In 2024, Australian beef exports to the region increased by 27%, with Saudi Arabia, the UAE, Oman, and Qatar leading the demand. To satisfy these changing needs, we are expanding our range of convenient, pre-portioned, vacuum-packed products— which have extended shelf lives of up to 120 days—ideal for busy lifestyles. At the same time, our commitment to sustainable, lean, and naturally raised meats resonates with health-conscious consumers. Through innovative partnerships, strategic industry events like Gulfood, and a strong focus on sustainability and traceability, Aussie Beef & Lamb is perfectly positioned to continue meeting and exceeding the expectations of our MENA partners now and in the future.
