The True Aussie is a brand used to promote Australian red meat in export markets, representing Australian beef, veal, lamb and goatmeat.
True Aussie is based on three pillars that capture Australia’s core offering and key attributes that differentiate Australian red meat. These are: Australia’s unique raising environment and climate (the ideal home); stringent quality and integrity systems (peace of mind); and sharing Australian lifestyles and quality red meat with the world (pure enjoyment).
Applying for a True Aussie trade mark licence permits companies that wish to promote their own Australian red meat brands to use the True Aussie trade mark alongside their own licensed brands in international markets. This must be done in accordance with the licence Terms and Conditions found below.