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Olympic athletes to promote Australian Beef

Meat & Livestock Australia, the marketing, research and development service company for the country’s cattle and sheep producers, has struck a partnership with the Australian Olympic Committee which aims to promote the Australian Beef brand.

Australian Beef will be an official partner of the 2020 Australian Olympic team, with the deal running from the end of this month through to the next summer Olympic Games in Tokyo, Japan.

Meat & Livestock Australia managing director Richard Norton said: “The partnership will complement and build on all MLA’s marketing and communications initiatives in the Australian market and include cross promotional opportunities in Japan, our beef industry’s largest and third largest markets respectively.

“In Australia, marketing activity will extend from television and social media right through to point of purchase material.

“Sports dietitians and nutritionists – with a reach that extends not only to elite athletes but right through to grassroots participation sports – will be the focus of MLA’s nutrition communications and education program throughout the Olympics partnership. In Japan, Australian beef will be served at all official Australian Olympic team events.

“Our partnership with the Australian Olympic team will help us to take the message of Australian Beef as part of a healthy diet to communities and consumers all over the country in the nearly two years until the Olympic Games.”

AOC chief executive Matt Carroll added: “This is a new category for the AOC and it’s an exciting opportunity. We know Japan loves Australian red meat for its high quality. And no-one knows the benefits of healthy eating better than our Olympic athletes.”