The Aussie Meat Academy (AMA) is a beacon of knowledge, education, and inspiration for red meat enthusiasts worldwide. With a particular focus on South-East Asia, MLA has conducted a whopping 111 AMA events in the region in 2023–24, attracting over 1,400 passionate participants. The initiative aims to showcase the quality and versatility of Australian Beef and Lamb through masterclasses, seminars, and large-scale showcase events featuring heritage South-East Asian cuisines.
Empowering through knowledge
Australian beef and lamb cuts have found a special place in the diverse culinary landscape of South-East Asia. In AMA masterclasses and workshops, participants not only witness cutting demonstrations and menu creations but also delve into the realm of Australian red meat quality and sustainability credentials. Chef Rizqi, Lambassador for Indonesia, attests to the impact of using Australian beef in creating memorable dining experiences. According to him, Australian beef elevates the entire culinary journey, offering a unique touch to dishes that resonate with increasingly discerning consumers.
As Chef Rizqi rightly puts it, “As chefs and food professionals, we use the Aussie Meat Academy to share tips and knowledge and better understand how to effectively utilise lesser-known Australian beef cuts to offer something different and unique to our increasingly discerning consumers.”
The AMA Beef Chronicles event in Manila has been a game-changer for participants like John David, Chef for the Shangri-la Group in Manila and Aussie Beef Mate for the Philippines. Through this event, participants gain valuable insights into Australia’s supply trends and consumer preferences, setting the stage for annual events that promise to expand in scale and impact with each passing year.
Demand for more
The AMA’s impact stretches far beyond the confines of individual events, with South-East Asia AMA participants consistently reporting over 95% satisfaction with the content and quality of activities. What’s even more promising is that over 98% of respondents express a keen intention to implement the knowledge and skills gained through AMA in their respective workplaces. This eagerness to learn and grow signifies a hunger for trade education that is expected to remain high in the years to come, especially with new trade entrants and expanding businesses entering the fray.
The Lambassador and Aussie Beef Mate communities play a pivotal role in supporting AMA events and promotions, acting as influential advocates within the food industry. By targeting these key players and fostering partnerships with Lambassadors and Aussie Beef Mates, the AMA aims to create a ripple effect throughout the South-East Asian food landscape. By empowering these professionals with knowledge and skills, the academy aims to not only boost demand for Aussie Beef and Lamb but also contribute to the overall growth of the Australian meat industry while elevating culinary standards in the region.
In conclusion, the Aussie Meat Academy’s impact in South-East Asia is truly transformative. By equipping food professionals with the tools and insights needed to showcase the best of Australian beef and lamb, the AMA is not just educating but inspiring a new generation of culinary artists. As the ripple effect of knowledge spreads throughout the region, we can expect to see a flourishing demand for Aussie Beef and Lamb, further solidifying Australia’s position as a global leader in red meat excellence.
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