Abu Dhabi is a key market for Meat and Livestock Australia (MLA) during 2013, announced the company’s regional manager.
This year will see MLA focus its energies on establishing a presence in the UAE capital, a move which comes as Australia retains its position as the largest lamb supplier to the Arabian Gulf with a record 55,000 tonnes delivered in 2012 and a goal of increasing regional supply of beef to similar volumes this year.
“We are dedicating the next 12 months to keenly focus on becoming a key influencer in the Abu Dhabi market,” said Jamie Ferguson, Regional Manager MENA for MLA, a producer-owned company which promotes and facilitates local industry access of Australian produce to importers and distributors.
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“With more and more new hotels and restaurants opening in the UAE capital, competition is set to only increase. We believe we’re in a position to assist local chefs in choosing the best product to exceed their customers’ expectations without blowing the budget. From our perspective the ultimate goal is to see delicious Australian beef and lamb proudly branded on menus throughout the region, every Australian brand has its own quality story to tell,” he added.
The company is patrtnering Gourmet Abu Dhabi as part of its plan to move into the market with executive chef and MENA business development manager Tarek Ibrahim hosting a demo on available meat cuts.
“We’re trying to assist local chefs to push the boundaries with more affordable options, what we call ‘the hidden gold,’ such as lamb leg, beef rump and flatiron steak – which eat just a well as more expensive cuts of meat if they are matched with the right cooking methods,” said Ibrahim
Chef Tarek’s demonstration will be part of Gourmet Abu Dhabi’s inaugural ‘Industry Spotlight: Trade Industry Forum’ taking place at the five-star Westin Abu Dhabi Golf Resort & Spa on February 10.
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