The AMLC iron campaign

In June 1993 no one who understood the red meat industry would have predicted a resurgence in lean beef sales over the forthcoming years.

The AMLC Iron Campaign

Paul Hackett

OVERVIEW

During fiscal year 1993/94, there was a rise in Australian consumption of beef for the first time since 1988/89, representing an additional annual consumer expenditure of at least $245 million compared with 1992/93. This was the largest annual rise for twelve years. To anyone familiar with the current attitudinal environment surrounding red meat in Western societies, this is a surprising phenomenon. Clearly, many factors influence consumption, most notably price. However, in this instance, renewed buoyancy in sales coincided with the largest increase in beef retail prices for many years. There is...

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