Meat & Co targets the foodies

Following the success of MLA’s Entice magazine, with two million copies printed biannually, MLA has launched a new beef magazine targeting ‘foodie’ consumers called MEAT & CO. 

Over 25% of Australians now classify themselves as ‘foodies’, meaning they are passionate about food and where it comes from and are keen to create restaurant quality meals at home. 

This newfound zest to improve culinary skills has inspired the launch of MEAT & CO, which provides a more in depth product message about farming integrity and promotes recipes using under utilised cuts. 

“While Entice magazine, has been successful in educating the general public on quick and easy beef cuts and meals, there is an opportunity to target highly skilled home cooks who have the desire to try more complicated recipes and learn even more about their food,” said MLA Group Marketing Manager – Consumer, Andrew Cox. 

“It will also be a great vehicle for telling the urban community more about how their beef is produced and how farmers care for their land, their animals and the environment and for promoting the use of under utilised cuts.” 

The inaugural issue of MEAT & CO, branded the ‘beef lovers’ journal’, is now available from 100 high-end meat retailers across Australia, and features a beef cuts diagram, a Target 100 producer profile, a range of recipes including beef tartare and carpaccio, a feature on veal and information on the Meat Standards Australia (MSA) program.

Download a copy of the first edition of Meat & Co

Source: Meat & Livestock Australia (MLA), 7 September 2012