Australia-Beef drive into South Korea.

AUSTRALIA.

BEEF DRIVE INTO SOUTH KOREA.

The return of the US beef into the market of South Korea, got a boost last week, when supermarket chains such as Tesco, E-Mart, Homeplus and Lotte Mart began to stock American beef again.

Australia in return, are running two major sales campaign’s for Australian beef, to try and hold on to market share gained, since the absence of American beef since 2003. American beef was banned in 2003, after the discovery of BSE.

E-Mart supermarkets, who sell 600 tons of Aussie beef each month are going to campaign on the loyalty factor, stay with the beef you can trust type of campaign. They are also giving away 42,000 calendars that promote Australian beef, the merits of the health and traceabilty and the fact there is no BSE history in Australia.

There is going to be a second more questionable campaign, aimed at children by Meat Livestock Australia (MLA). This will outline the health benefits of Australian beef to children, playing on the Fear Factor with parents concerns about their children’s health.

Negative campaigns have a habit of coming back to haunt you, as anyone in politics will testify, this may not be a wise approach when Australian beef can be sold on merit and price advantages.

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