MLA conducts a range of marketing activities in the North American region designed to build awareness and appreciation for Australian red meat. As part of this program, MLA works with Australian red meat exporters and their North American importers to develop and grow business in Australian red meat products via Industry Collaborative Agreements (ICA).

An ICA is a co-funded program between MLA and an exporter and/or importer (ICA participant) to fund a range of individual company marketing activities.

In general the objectives of an ICA are to:

• Expand sales of the ICA participant's product in North America;
• Boost effectiveness of the ICA participant's marketing activities in North America;
• Strengthen trade relationships between the ICA participant and its customers;
• Develop ICA participant's brands and their customer brands in North America.

An overriding objective is to improve returns to the Australian red meat industry. You can download a printable version of the ICA Guidelines in PDF format (44k) .

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