Aussie Beef & Lamb, the global brand used by Meat & Livestock Australia (MLA) to promote Australian red meat in export markets, made a major impact at this year’s Anuga trade show in Cologne (October 4th–8th), showcasing the very best of Australian red meat to a global market of food industry professionals.
Eleven of Australia’s leading exporters were represented on the Aussie Beef & Lamb stand, where a live restaurant served up creative menus to showcase the quality and versatility of Australian beef and lamb throughout the show.
Well over a thousand visitors to the stand were treated to an exquisite line-up of dishes that included include wattle seed crusted lamb rack with coastal rosemary jus, blue gum smoked Australian ribeye steak with pepper berry butter and slow cooked Aussie beef brisket and pan seared tenderloin with home-made Worcestershire sauce.
While a packed networking event on the Sunday evening brought together industry professionals from across the globe. Expert chefs served up a delicious menu of taster dishes including Australian lamb minted pea and potato pies, lamb cheese burgers, BBQ beef skewers and crunchy beef salad. Over 400 lunches were served to visitors over the five days, utilising 95kg of beef and 115kg of lamb at both the lunch and the networking function.
Buyers, distributors and media were given the opportunity to learn and access detailed product information and insights on sustainability, traceability and the Australian supply chain with facts and figures on Australian exports to the UK, EU and globally. While visitors to the stand met with producers and distributors face-to-face to discuss tailored supply programmes and new innovations within the sector.
The latest figures for the UK are below:
Australian sheepmeat exports
- In the first six months of 2025, a total of 14,324 tonnes was shipped (+57% vs LY)
Australian beef exports
- In the first six months, a total of 6,423 tonnes of Australian beef was shipped to the UK (+125% vs LY)
Explaining more about Meat & Livestock Australia’s role and the importance of Anuga, Andrew Cox, General Manager – International Markets at Meat & Livestock Australia said:
“MLA is an industry funded organisation that represents around 50,000 Australian red meat producers. We help Australian exporters to promote their products to new and existing customers, so a trade show like Anuga is an important meeting point for customers from all around the world.
“Anuga is a longstanding trade show and Europe and is an important market for us, but it’s not just about Europe, we’ve seen visitors from all over the world, including China, Japan, the Middle East and the US. We’ve had a presence here for decades and it’s a major event in our marketing calendar.”
Jonathan Mander, International Sales and Marketing from Samex Australian Meat Company added:
“Our company was established in 1978 and since then it has grown to one of Australia’s leading meat export trading companies. Australian red meat represents some of the best quality in the world, buyers travel from all over the globe to Anuga just to experience it, and to purchase it and take it back to their home countries. Anuga is always a fantastic an opportunity for them to meet the Australian people and experience just how good our produce is.”
A stellar line-up of leading brands
The following brands were represented on the Aussie Beef & Lamb stand at Anuga:
Jack’s Creek – back-to-back winners of the world steak challenge, Jack’s Creek is one of Australia’s leading Wagyu and Black Angus consumer brands.
Ravensworth – a 100% family-owned Australian beef brand showcased its EKO Wagyu, which is renowned for superior marbling and buttery, juicy tenderness.
Samex – shared expertise and products from its growing portfolio of premium, Australian red meat, with new product innovations designed to meet evolving customer preferences.
Swift & Company Trade Group – one of the world’s largest independent red meat trading houses, with unmatched scale and reach across every market, every cut and every protein.
NH Foods Australia – showcasing a range of Australian premium beef products incorporating Wagyu, grainfed, grassfed and organic products.
Dabbagh Foods Group – rooted in five generations of family stewardship, the Dabbagh Group carries forward a proud legacy. At Anuga, Dabbagh Foods was proud to present Riverina Shepherd, its signature premium range of meats, drafted with care and distinction.
The Midfield Group – a fully integrated, Australian-owned company that controls the entire supply chain from farm to global exports.
Fletcher International Exports (FIE) Family-owned for over 45 years, FIE controls the full supply chain across three states – from breeding, farming and feeding through to processing, packing, logistics and marketing.
Stella Foods Australia – Formed on the foundation of over 40 years’ experience, Stella Foods Australia Pty Ltd. is a leading supplier of Halal chilled/frozen lamb, mutton, goat, beef, veal and offal products.
Wammco International – WAMMCO/Southern Meats is a farmer-owned cooperative that owns two processing facilities in Australia. Specialising in the export of chilled and frozen lamb and mutton.
Teys Australia – vertically integrated, exporting to over 60 countries, delivering high-quality chilled and frozen beef supported by agile operations. Teys already partners with many of the leading names in retail, food service and manufacturing to deliver consistent, high-quality product globally.
What sets Australian red meat apart
Sustainability
Australian sheep and cattle farmers are world leaders in sustainable production. Between 2005-2021, the industry has achieved a 78% reduction in net carbon emissions, a 73% reduction in water use for raising cattle and widespread adoption of renewable energy and soil conservation practices. Most exports, including those to Europe, travel by sea freight – the most efficient form of transport with the natural ageing process during transit further improving tenderness and flavour.
Animal welfare
Australia’s animal welfare approach closely mirrors the UK’s, with both nations among the first in the world to legislate for farm animal welfare. High standards are not just regulatory, but cultural ensuring animals are raised with care and respect, reflecting consumer expectations.
Consistency and grading
Australia’s rigorous grading system delivered and governed by Meat Standards Australia (MSA), ensures every cut that bears the MSA brand is independently assessed for tenderness, juiciness and flavour. This consistency is a hallmark of Aussie red meat, offering chefs, retailers and consumer confidence in quality every time.
Spotlight on Australian Wagyu
Australia is the world’s largest exporter of Wagyu, sending over 67,000 tonnes to global markets each year. It is the world’s second-largest producer of Wagyu after Japan.
With a herd of more than 300,000, Australian Wagyu ranges from F1 (first-cross, 50% Wagyu x Angus) to Fullblood Wagyu derived from 100% Japanese genetics, including the celebrated sire Michifuku.
Aussie Wagyu is renowned for its marbling, versatility and consistent quality denoted by grading, making it a favourite with chefs and consumers worldwide. Its success reflects Australia’s ability to combine world-class breeding with sustainable production, ensuring supply that is both premium and responsible.
Richard Sanders – Country Manager – United Kingdom for Meat & Livestock Australia summarised:
“Anuga is the ideal platform for us to demonstrate not only the exceptional flavour and consistency of Australian beef and lamb, but also the values behind it, from sustainability and traceability through to animal welfare and innovation.”
For more information, visit: www.aussiebeefandlamb.co.uk
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