US beef returns to Australia after a 23-year hiatus

The event, co-hosted by the Office of the U.S. Trade Representative (USTR), the U.S. Embassy, ​​and the Foreign Agricultural Information Service, celebrated the resumption of American beef supplies to the Australian market.

For more than two decades, since the first identified case of bovine spongiform encephalopathy (BSE) in the United States, the beef industry and the Office of the U.S. Trade Representative (USTR) have worked diligently to restore access to the Australian market. In 2025, American beef and beef products were officially recognized for import into Australia—a significant milestone for the American beef industry.

To celebrate and promote new market opportunities in Australia, USMEF hosted a U.S. Beef Market Launch event in Sydney with the support of USTR, the USDA, and the U.S. Embassy in Australia. Ambassador Julie Callahan, U.S. Chief Agricultural Negotiator, was the guest of honor. Australian importers, distributors, hoteliers, and restaurant owners also attended the reception.

USMEF expects the foodservice sector to be the primary entry point, as retail penetration may be difficult due to strong local loyalty to Australian beef. USMEF plans to develop niche opportunities in upscale steakhouses, premium Western restaurants, and establishments offering American-style barbecue or burgers.

To maintain momentum following the launch event, USMEF held a masterclass on the American beef market for importers, distributors, retailers, foodservice operators, and media representatives covering the food industry. Held at Hurricane’s Grill, a well-known Sydney steakhouse chain, the event focused on US beef production, the flavor differentiation of corn-fed beef, and the use of cuts in the Australian foodservice format.

“Importers have expressed interest in signature bone-in beef cuts for sharing menus, while smaller muscle cuts like striploin are considered more suitable for standard portion control,” says Sabrina Yin, USMEF Regional Director for ASEAN. “Brisket and shoulder also represent good opportunities, given the growing trend of American barbecue and authentic burger concepts.”

USMEF members True West Beef and Tyson Foods provided US beef for the event.

Tags: Beef cattle, USA, Australia