Darren Watson, Meat and Livestock Australia’s (MLA) regional head for the UK, Europe, Middle East and Africa, outlines the surge in Australian beef and sheepmeat exports, fueled by rising premium demand, strengthened trade agreements and sustained food service growth.
What drove record Australian beef and sheepmeat sales in the UAE and Saudi Arabia in 2025?
Both markets are experiencing strong growth driven by rising incomes and rapid urbanization, accelerating a broader nutrition transition toward higher-quality protein. International travel has elevated dining expectations, while Instagram-driven premium food culture continues shaping consumer demand. A clear structural shift has moved consumption from commodity lean red meat to premium chilled, grainfed and portion-controlled formats. Food service remains the primary demand engine, led by hotels, international restaurant brands and catering operators. Tourism growth fuels menu premiumization, expanding steak programs and Lamb cuts have become more refined and presentation-led. Imported premium protein is now essential infrastructure rather than a discretionary luxury.
Why does the UAE in particular remain one of the most strategic markets for Australian red meat in the MENA region?
Australia’s trade position has strengthened significantly following the Australia–UAE Comprehensive Economic Partnership Agreement, which entered into force on October 1, 2025. The agreement removed tariffs on Australian red meat, improving competitiveness and landed cost efficiency. The UAE remains one of the most strategic markets for Australian red meat in MENA due to its mature premium demand and strong food service growth, which is aligned with inbound tourism and its location as a regional trade hub. It also offers powerful brand amplification and aligns closely with Australia’s quality and supply strengths. The UAE is not just a market but a regional anchor and influence engine.
Exports to MENA hit a record AED 5.5 billion. Which markets are leading growth, and what is driving demand across the region?
The UAE and Saudi Arabia are driving regional growth, shaping demand trends across the GCC red meat protein market. Consumers are becoming more informed and discerning, with rising household affluence increasing willingness to pay for reliability, eating quality, provenance and trusted brands. Shelf-life harmonization across the GCC, allowing 120 days for chilled beef and 90 days for chilled sheepmeat, has enabled longer planning horizons and improved supply chain efficiency. Australia’s reliability is supported by strong biosecurity, tightly controlled processing, 100-percent Halal assurance and investment in traceability and cold-chain systems. Meanwhile, MLA has expanded its Aussie Meat Academy, Aussie Beef Mates and Lambassador programs.
How do the UK, Europe and the MENA regions compare in terms of strategic importance and growth potential for MLA, and what factors differentiate the markets?
The MENA region and the UK and Europe represent distinct, high-value, yet fundamentally different growth markets for Australian beef and lamb. MENA has delivered consistent expansion and has outpaced all other markets over the past five years, emerging as a leading destination for premium grainfed chilled beef and premium lamb. In contrast, the UK and EU offer strategic premium opportunities driven by free trade agreements (FTAs). Tight local supply in these markets supports demand for high-quality Australian products, strengthened by improved access under the UK-Australia FTA and potential upside from the Australia-EU FTA currently under negotiation.
Looking ahead to 2026, what are your plans for MLA?
The Australian red meat industry is increasingly focused on boxed, specification-driven beef and sheepmeat tailored to modern food service and retail requirements. This shift ensures consistency, portion control and operational efficiency across diverse dining formats. Meat and Livestock Australia will continue promoting the attributes that position Aussie Beef and Lamb as trusted choices across international cuisines. As expectations around sustainability, transparency and supply chain reliability rise, MLA’s Aussie Meat Academy, Aussie Beef Mates and Lambassador programs will lead market education efforts, supporting operators who prioritize menu engineering, yield optimization, provenance storytelling and cuts aligned with premium positioning.
