Consumers can easily experience high-quality Australian beef at reasonable prices at Aeon, Lotte, and Go Big C supermarkets starting in November 2023.

In a recent development, Meat & Livestock Australia, in partnership with Freshfoco, an importer, unveiled a premium line of chilled beef products at the Aeon supermarket chain on December 15th. This initiative signifies Australia's concerted effort to expand the accessibility of chilled beef among consumers in the foreseeable future.

Acknowledging the growing appetite among Vietnamese consumers for chilled beef in recent years, Meat & Livestock Australia has initiated a three-month technical consultation project catering to retailers in the southern market, spanning from September 2023 to December 2023. The project is set to extend its reach to the northern market from March 2024 to May 2024. The aim of this initiative is to provide knowledge about Australian beef and delve into the specific preferences of Vietnamese consumers. This effort aims to assist retail enterprises in making informed choices regarding products that align with both quality standards and pricing expectations. Following a period of research and evaluation, the 100 days grain-fed beef Knuckle has successfully piloted as the new product line. This versatile product can be seamlessly integrated into various culinary methods such as steak, Korean BBQ, hot pot, or stir-fry.

The Australian beef experience program at Aeon Mall Tan Phu has attracted numerous customers

Mr. Spencer Whitaker, representative of Aussie Beef and Lamb in the Asia and Pacific region, said: The unique environment and climate on the Australian island are considered an ideal place to nurture healthy and happy cows that produce high-quality and safe meat. With an exhaustive quality control process spanning from farm to slaughter and packaging, Chilled beef has secured its top-tier status in the most esteemed global restaurants. In this project, we aim to make such exceptional products more accessible to Vietnamese consumers, ensuring that every dollar spent delivers exceptional value. To achieve that, it is essential to select chilled beef with vacuum packaging technology and a storage environment between -1.5°C and 0°C. Moreover, we provide expert guidance on the slaughtering process, empowering businesses to comprehend the distinct composition of various beef cuts, thus enabling them to offer the most fitting products for traditional Vietnamese cooking methods.

At the launch ceremony, Chef Vo Trong Tuong Lan, one of the Vietnamese Aussie Beef Mates and the visionary behind The Gangs and Topping Beef restaurant chain, took centre stage. During the event, Chef Lan showcased his culinary prowess by presenting and serving three delectable dishes crafted from the exquisite Australian Knuckle: Beef Tartare, Grilled Steak with Chimichurri and Spicy Tamarind Sauce, and Beef with Asparagus Stir-Fry. Customers fortunate enough to savour the authentic flavours of Australian beef not only expressed their high appreciation but also commended the dishes' quality, affirming that they rival those served in upscale restaurants.

Chef Vo Trong Tuong Lan processed and instructed how to cook delicious dishes from chilled beef

Ms. Rebecca Ball, Senior Trade Commissioner of the Australian Trade and Investment Commission, not only had the opportunity to savour the dishes but also addressed the gathering at the launch, stating, "Our commitment is to introduce an increasing array of safe and high-quality Australian products to Vietnamese consumers. Among the stellar offerings of Australian agriculture are Beef and Lamb. As discerning homemakers, consider choosing this nutritious and tender product for your family, especially during the upcoming festive occasion, with the assurance of safety that we provide."

The Meat & Livestock Australia project is partially sponsored by the Australian Department of Foreign Affairs and Trade as part of the program celebrating the 50th anniversary of Australia - Vietnam Enhanced Economic Engagement.

Experience the Australian chilled beef tasting extravaganza and indulge in exciting gift promotions at Aeon Southern supermarkets, running from December 14th to 21st, 2023. For orders totaling 299,000 VND or more, customers will receive an adorable stuffed cow toy, and for orders surpassing 499,000 VND, a versatile natural fibre bag will be added to their delightful haul.

Meat & Livestock Australia (MLA) is an Australian non-profit association established to support commercial and export companies in the Australian red meat export industry through the following activities: market research, marketing activities and market development.

Aussie Beef & Lamb (ABL) is one of the strategic brands that MLA utilises for promotional activities and market development in the global export market for beef, lamb, goat, and veal. These activities have been broadly implemented in 34 countries around the world so far.

Aussie Beef & Lamb Vietnam | Facebook

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