Myalup’s Lake Preston Beef makes impact on Vietnamese market

A South West beef producer is expanding its reach to the Vietnamese market after being featured in a bespoke trade promotion hosted by the State Government.

Myalup’s Lake Preston Beef was one of the WA brands to feature in the Western Australia Gourmet Getaway, a two-month promotional campaign showing off some of the best agrifood and beverages the State has to offer to a Vietnamese market.

The initiative involves WA businesses partnering with a leading Vietnamese buyer to showcase WA products across retail stores in Hanoi and Ho Chi Minh City through a series of two-week activations.

Lake Preston Beef managing director Geoff Pearson said it was not the first time its chops had hit an international market, but it was exciting to contribute more regularly in Vietnam.

“We’ve had a footprint in other countries for some time, in Japan, China and Korea, so it’s not new to us,” he said.

“We had a reasonable footprint through Japan, but that’s got a bit tight over there recently so we have been looking for other avenues.

“But we’ve got the opportunity to grow it in Vietnam, and the demand’s there, so I think this is another tick for Western Australia, to have a product that is clean and safe we can supply into the world market.”

Mr Pearson said whilst the business was keen to expand globally, there was still an abundance of its product available within WA.

“We’re always at the Bunbury Farmers Market and have a good spread through Perth, some restaurants down south use our product as well,” he said.

From 2023 to 2024, Vietnam was WA’s sixth biggest agrifood and beverage export destination, with $618.8 million gained from exporting wheat, malt, barley, lobster, live beef cattle and lupins.

The push for more WA produce to enter the market joins the State Government’s efforts to contribute to the Australia-Vietnam Comprehensive Strategic Partnership and WA’s Asian Engagement Strategy 2019-30.

Regional Development Minister Don Punch said the success of the campaign meant exciting times ahead for the State.

“This initiative supports the Cook Government’s efforts to drive local, national and export market opportunities for WA’s premium and value-added food and beverage products,” he said.

WA Agriculture and Food Minister Jackie Jarvis said the campaign was an opportunity for agrifood and beverage businesses to get their products in front of importers, distributors and consumers.

“It is terrific to see opportunities emerging from last year’s trade mission to Vietnam, which highlighted the great potential to build customer relationships and expand the range of WA products on offer,” she said.

“WA is an export State and our Government is working hard to promote our premium products on the international stage at global events, as well as tailored trade initiatives.”