Meat & Livestock Australia (MLA), in collaboration with the state of New South Wales (NSW), Qantas Airways, and Ranch Market, has launched the Aussie Beef Fair, a month-long programme introducing premium Australian beef products across Jakarta. The event runs from 16 April to 15 May 2026, spanning 18 Ranch Market outlets, with its opening held at Ranch Market, Lotte Shopping Avenue.

Positioned as a showcase of New South Wales’ food production, the programme highlights a selection of Australian beef brands, including Manning Valley Naturally and Mulwarra, alongside other NSW products available throughout the campaign.

At the centre of the fair is Manning Valley Naturally, a grass-fed beef brand recognised with more than 30 national awards. The cattle are raised in the Manning Valley on open pastures, without antibiotics, added hormones, or grain feeding, resulting in beef that emphasises natural flavour and consistent quality.

Mulwarra, meanwhile, focuses on Black Angus beef sourced from New South Wales, offering both grass-fed and grain-fed selections. Its grass-fed range comes from cattle raised freely on natural pastures, while the grain-fed line is finished on a natural grain diet for 100 to 120 days, enhancing marbling and tenderness. Both are produced under controlled animal welfare standards aimed at maintaining quality across cuts.

To demonstrate the versatility of these products, the launch features a live cooking session by Chef Fernando Sindu, presenting dishes such as Sate Klopo and striploin served with romesco, braised onion, and salsa verde. The programme continues with weekend cooking demonstrations held every Saturday and Sunday at Ranch Market Lotte Shopping Avenue, alongside product sampling stations at selected locations including Pondok Indah, Pesanggrahan, and Kemang.

The fair also extends into a retail campaign through Ranch Market, known for its curated selection of premium meats including grass-fed, grain-fed, wagyu, and Black Angus cuts. All products are sourced under strict quality control standards and are halal certified, catering to a wide range of consumer preferences.

In addition to the food programme, the campaign includes a “Top Spender Giveaway,” where customers purchasing selected NSW products—including beef brands and Australian goods such as Sanitarium, Arnott’s, Blackmores, Australia’s Own, Bega, and Brookfarm—have the opportunity to win return trips to Sydney for one couple. Winners are scheduled to be announced on 1 June 2026.

Through a combination of product showcases, live cooking, and retail engagement, the Aussie Beef Fair highlights the ongoing collaboration between Australia and Indonesia in bringing premium agricultural products to the local market.