Woodhead, Alice and Zhang, Shane 
ORCID: https://orcid.org/0000-0003-1522-3402 and Burey, Polly and Earl, Greg and Miller, Karen
(2018)
ASEAN high value add red meat opportunities.
Technical Report.
Meat and Livestock Australia
, North Sydney, Australia.
[Report]
Abstract
EXECUTIVE SUMMARY:
MLA contracted the University of Southern Queensland to undertake foundation insights research relevant to the ASEAN markets to identify high-value growth opportunities that provide competitive advantage for Australian red meat value chains beyond the next 3-5 years. This research is part of the Round 1 Rural R&D for Profit (V.RDP.1000) suite of work.
ASEAN is a regional grouping of ten South East Asian countries that promotes economic, political and security co-operation across the ten member countries: Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Vietnam. Approximately 8.8% of the world’s population reside in the ten member ASEAN inter-governmental regional block of countries. The ASEAN region is currently the sixth largest global economy and is likely to improve this position as the GDP of each country grows.
This research provides insights into the challenges and opportunities of adding value to red meat food products and services. The challenges can be defined as four interrelated components of rural development and trade between Australia and ASEAN countries:
1. Developing new products and services including food processing facilities near logistics hubs (airports, trains and roads);
2. Co-ordinating the development of food storage, transport logistics, and food service sector; and
3. Developing skills and expertise in value adding, food processing, exporting and distribution.
4. Understanding ASEAN consumers and emerging trends in food consumption.
In order to understand this complex environment, we have combined a systems analysis and design thinking approach. The finding of ASEAN high value add red meat products has been divided into four chapters. Each chapter focuses on important economic, social and trade issues in the red meat value chain.
In undertaking the detailed analysis, the outcome is more than developing high-value add red meat products. We aim to build shared knowledge about how the Australian red meat industry can expand the development of food products and services including food distribution infrastructure, technology and business partnerships across ASEAN countries.
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