Savor an exceptional culinary experience with Australia’s finest beef

Meat & Livestock Australia (MLA), in collaboration with the Government of New South Wales (NSW) and Qantas, is once again presenting a signature culinary campaign titled NSW Beef Escapade: Taste The Excellence, Taste The Journey. Throughout May 2025, this promotion takes place across 18 Ranch Market stores in Jakarta, offering premium Australian beef directly from top producers.

The official launch was held on April 30, 2025, at Ranch Market, Lotte Shopping Avenue, Jakarta. This campaign not only delivers an extraordinary tasting experience but also provides customers with the opportunity to win a trip to Sydney. Supported by Qantas Airways, three lucky couples who spend a minimum of IDR 300,000 on selected NSW products will win round-trip tickets to Australia through a raffle to be drawn on June 20 and announced on July 1, 2025.

The campaign’s highlights are two flagship NSW beef products: Manning Valley Naturally and Omugi Beef. Manning Valley Naturally is recognized as one of the highest standards in grass-fed beef, having received over 27 international awards. These cattle are raised naturally in lush green environments, resulting in high-quality beef with an authentic taste.

Meanwhile, Omugi Beef comes from specially selected cattle fed with a barley-based diet. Known since 1988, originally developed to meet the demands of the Japanese market, Omugi Beef has now become a global favorite for its signature tenderness, juiciness, and light marbling.

This event also features live cooking demonstrations every weekend throughout May 2025 at Ranch Market Lotte Shopping Avenue. Celebrity chef Yuda Bustara will present two special dishes: Grilled Rib Eye with Cheddar Sauce & Steak Spice, and Seared Sirloin with Gulai Padang Butter. Additionally, product booths and tasting sessions will be available at selected stores such as Pondok Indah, Pesanggrahan, and Kemang.

Yonathan Wijaya, NSW Trade and Investment Director, stated that this initiative reflects NSW’s commitment to the Indonesian market. “We believe in the appeal and quality of our products, and in the importance of building long-term relationships with Southeast Asian consumers who increasingly value healthy and sustainable food,” he said.

Ranch Market, a premium retailer with more than 20 outlets across Indonesia, supports this campaign by offering a curated selection of high-quality, halal-certified meats, including wagyu, black angus, and dry-aged beef.

NSW Beef Escapade is not just a promotion—it is a celebration of flavor, quality, and the close ties between Australia and Indonesia—a culinary journey from the green pastures of New South Wales to the dining tables of Indonesian consumers.

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