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| GROWING DEMAND 2007–08 HIGHLIGHTS | ||||||||
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| Objective | Measure | Outcome highlights | Benefit | Future | ||||
| Improve eating quality Investment: $6.3m | Customer satisfaction scores maintained at high levels | 92% of consumers state that the quality of the beef they buy is good to excellent | Strengthened consumer confidence in buying beef | Maintain consumer momentum with continuing positive messages about quality | ||||
| Launched Eating Quality Assured with two brands underpinned by EQA in Japan, four in Korea and three in the US | Stronger recognition and positioning of Australian beef internationally | Sign up 8 branded products underpinned by EQA | ||||||
| Develop and prove interventions to maintain and improve eating quality, consistency and productivity | Customised electrical inputs developed to immobilise carcases during processing | Reduces the incidence of heat toughening in up to 80% of larger carcases | Development of animal handling and eating quality industry guidelines to reduce heat toughening | |||||
| Enhance the nutritional reputation of red meat Investment: $8.4m | Improve consumer attitudes towards red meat | The number of mums who limit red meat consumption has decreased from 57% before our marketing campaigns began in 2002 to 34% today | Reducing misconceptions about red meat and promoting its nutritional importance paves the way for increasing consumer demand, expenditure and industry profitability | Further strengthen consumer and community understanding of the need to enjoy red meat 3–4 times per week | ||||
| Develop new markets
and products Investment: $1.5m |
Diversify beef markets and consolidate existing sheepmeat markets | Developed two novel red meat products and collaborated in the development and launch of one major new beef product—Sizzle Steak | Adds value to the carcase by using lower value secondary cuts and provides consumers with convenient, nutritious and economical meal options | Further convenience foods will be developed | ||||
| Promote industry integrity Investment: $1.7m | High level of trust maintained among urban Australians | Consumer trust levels maintained at 62% | Increased community understanding, pride and trust in industry and red meat production | Roll-out strategy to increase the uptake of agriculture in schools | ||||
| Aggressive promotion in
the marketplace Investment: Domestic: $16.3m International: $28.6m |
Consumer attitude and behaviour goals achieved | Increased consumer expenditure on beef by $44.4m (0.7%) and lamb by $105.4m (5.3%) in Australia | Increased consumer demand for red meat and stability in the supply chain | Continue development and improvement of promotional campaigns | ||||
| Participation in industry collaborative agreements with Australian exporters increased in Korea (by two) and was the same in Japan and the US. In all there were 61 ICAs in these three markets. | Build loyalty to Australian product to drive demand and leverage levy investment | Increased demand for Australian red meat | ||||||
