MLA's Sabina Kindler (middle back) with Aussie Beef Mates from across North America.
As part of its efforts to continue boosting demand for Australian red meat in the US, MLA's North America team introduced a special 'Ambassador Edition' of the Aussie Meat Academy event series. It was held at 1516 Flashpoint Innovation Kitchen, Chicago, and brought together 23 of MLA's Aussie Beef Mates and Lambassadors.
This event was designed to educate, inspire and reinvigorate the ambassadors' energy for promoting and working with Aussie beef and lamb. It kicked off with a welcome dinner, followed by two days of intensive workshops and educational sessions. The sessions provided ambassadors with the latest insights and knowledge about the Australian red meat industry, better equipping them to effectively promote the product in North America.
Content capture and professional photography
In addition to the workshops and educational sessions, the event also included two days of professional photography. New recipes developed by the Aussie Beef Mates and Lambassadors were captured, fuelling MLA's content pipeline into 2026 and beyond.
The content will be used across various marketing channels (including the ambassadors' own channels) to showcase the versatility and quality of Australian beef and lamb.
Collaborations and networking
The Ambassador Edition of the Aussie Meat Academy also provided the ambassadors with a valuable opportunity for networking and collaboration. As a result of the event, several collaborations are already happening between ambassadors, further amplifying the reach and impact of the Aussie Meat Academy.
Doug McNicholl, MLA Regional Manager – North America, emphasised the importance of this event for boosting demand.
"We've really upped our game in ambassador engagement and brand profiling in North America through this event.
"By bringing together influential food professionals, we've not only strengthened their knowledge and passion for Australian red meat, but also created a powerful network of advocates who are now better equipped to promote it.
"This event has truly showcased the value of education and collaboration and high-quality content in driving the success of the Australian red meat industry in the North American market," Doug said.
Aussie Beef Mates and Lambassadors soaking up the latest insights in Chicago.
