Aussie Beef & Lamb returned to Anuga 2025, the world’s leading trade fair for the food and beverage industry, held in Cologne, Germany from 4–8 October. The event offered a vibrant platform to showcase premium Australian beef and lamb to a global audience of industry professionals, buyers, distributors, and media.
For Australian red meat, Anuga is more than a showcase, it’s a chance to demonstrate the exceptional quality, versatility, and sustainability of the products, as well as the values behind the industry, including animal welfare, consistency, and traceability. A notable key theme for Anuga 2025 remained one focused on sustainability.
Over five busy days, eleven of Australia’s leading red meat exporters welcomed visitors from around the world. The Aussie Beef & Lamb stand featured a live restaurant, where expert chefs prepared a wide variety of dishes to highlight the flavour, tenderness, and versatility of Australin beef and lamb. It was an immersive culinary experience.
Some of the standout dishes included:
Over the five days, more than 400 lunches were served, using 115kg of lamb and 95kg of beef, giving visitors plenty of opportunities to taste Australian red meat at its best.
The stand also gave attendees the chance to meet producers and exporters, discuss tailored supply programmes, explore new products, and gain insights into sustainability, traceability, and the Australian red meat supply chain.
Recognising the international audience, Andrew Cox, General Manager - International Markets at Meat & Livestock Australia said, “Anuga is a longstanding trade show in Europe and is an important market for us, but it’s not just about Europe, we’ve seen visitors from all over the world, including China, Japan, the Middle East and the US. We’ve had a presence here for decades and it’s a major event in our marketing calendar.”
Jonathan Mander, International Sales and Marketing from Samex Australian Meat Company commented: “Our company was established in 1978 and since then it has grown to one of Australia’s leading meat export trading companies. Australian red meat represents some of the best quality in the world, buyers travel from all over the globe to Anuga just to experience it, and to purchase it and take it back to their home countries. Anuga is always a fantastic an opportunity for them to meet the Australian people and experience just how good our produce is.”
Attending the event, Michael Crowley, MLA Managing Director said: “the highlight for me at Anuga this year has just been to see how busy it has been at the stand and the great demand for Australian red meat throughout Europe. It’s been great to see our long-term partners and meet new customers.”
Australian beef and lamb exports continue to achieve strong momentum, particularly in the UK. In the first half of 2025 alone:
This growth reflects both the rising global demand for high-quality Australian red meat and the tangible benefits of the UK-Australia Free Trade Agreement, which has expanded access and strengthened commercial relationships.
At Anuga 2025, European importers and distributors expressed growing interest in Australian red meat, recognising its reliability, traceability, and shared values in sustainability, animal welfare, and quality assurance.
While the European market remains complex, there is genuine optimism about future opportunities. Demand for high-quality, responsibly produced protein continues to outpace supply, and Australia is well positioned to help bridge that gap. With a proven record of consistency, safety and ethical production, Australian beef and lamb are increasingly seen as trusted partners for European buyers seeking products that align with consumer expectations.
As trade grows, so too does recognition of Australia’s world-class standards — from environmentally responsible farming to continuous improvements in welfare and sustainability. These qualities are helping strengthen Australia’s reputation as a reliable source of premium red meat for discerning markets such as the UK and Europe.
Anuga 2025 reaffirmed Australia’s growing presence as a trusted supplier of premium red meat to international markets. Beyond exceptional eating quality, the exhibition highlighted the values behind every cut — sustainability, animal welfare, and the traceability that underpins Australia’s reputation for integrity and reliability.
At Anuga, the Aussie Beef & Lamb stand showcased not only Australia’s premium products, but also the people, practices and principles behind them. It was a reminder that the strength of Australia’s red meat industry lies in its commitment to continuous improvement and its alignment with the values shared by chefs, retailers, and consumers around the world.
