Rodney Sims

ITCA Dubai in focus

Australia’s halal connection

In addition to being the world’s largest exporter of meat and livestock Australia has taken an active role in supplying halal compliant products. This year, Meat and Livestock Australia Ltd. is a Platinum Sponsors at the Dubai Exhibition and conference of the International Travel Catering Association.

Rodney Sims, technical manager for the Middle East and Africa at the MLA works out of the group’s offices in Bahrain. He gave PAX International a rundown on the company’s activities and its role in providing halal meats from Australia.

Why did MLA sponsor the ITCA Dubai Trade show?
Meat and Livestock Australia Ltd. is working with Australian exporters to capture market share in the evolving foodservice and catering sector; current activities include public relations campaigns and trade marketing initiatives, including activities such as the ITCA event.

Trade shows such as the ITCA provide MLA the opportunity to showcase the Australian meat industry from on farm developments to industry initiatives, including food safety and quality assurance programs to menu development opportunities.

Could you give us a brief history of the company?
Meat and Livestock Australia Ltd (MLA) is a company owned by the Australian farmers and represents the Australian red meat industry. The company does not actually trade in meat, but provides marketing and promotional support to Australian meat and livestock exporting companies and their customers in Australia and throughout the world. 

Within Australia, the company also invests significantly in research and development to maintain continuous improvement in food safety and quality assurance systems for the Australian meat industry.

The Australian government and industry oversee an integrated program that underpins Australia’s excellent record in animal health, product hygiene and quality.  The program includes strict quarantine to protect against disruptive animal diseases, food safety systems from the farm forward, national livestock traceability and the assurance of federally regulated inspection.

What is the cooperative’s involvement in the Middle East?
Australia’s reputation of being a leader in best practices for meat processing has enabled Australia to enter more than 100 markets throughout the world. As the world's largest red meat and livestock exporter, the Australian meat industry continually strives to maintain the highest quality and safety standards worldwide.

In 2006, Australia exported more than 93,000 tonnes of beef, lamb and mutton to the Middle East and Africa region alone. The significance in the value of the Halal market is reflected by the importance both the Australian Government and the Australian meat industry places on ensuring the requirements for Halal are respected and stringently followed.

With an office based in Bahrain for the past 29 years, MLA has supported the strong relationship that has developed between the Australian meat industry and our customers in the Middle East.

What do you supply to your customers?
Australia is highly reputed as a supplier of safe, wholesome and Halal sheep, beef and goat meat. This meat is delivered in a variety of forms to meet the specific requirements of different market sectors. Meat may be delivered as carcasses and bone-in or boneless cuts. These products may be frozen, chilled and vacuum packaged or even air freighted fresh.

All Australian meat exported to the Middle East region is guaranteed to be Halal slaughtered with confidence. Halal slaughter methods in Australia strictly adhere to Islamic laws. Accredited Muslim slaughtermen operate in export abattoirs and are registered each year with Australian authorities.

Halal certificates, endorsed by accredited Islamic organizations, are supplied with every shipment of Halal meat from Australia.

All Halal meat is identified with secured Australian Government Inspection and Halal stamps.

What is your share market in the Middle East?
The Middle East region continues to be an important market for the Australian meat industry. For fiscal year 2006-07, Australian exporters set new records for sheep meat exports to the Middle East. Mutton exports increased 42 percent on the previous year, which was also up 26 percent. Demand for Australian beef continues to grow with major hotels and restaurants featuring quality Australian beef on their menus.

Australia’s ability to supply beef and sheep meat all year round coupled with an unique diverse range of products including portion controlled cuts enables all market sectors to be supplied with confidence.