True Aussie Trade Mark Licencing Program

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 to use the True Aussie trade mark to underpin and promote their own Australian red meat brands in international markets.

Click here to find out more about the program and to complete your True Aussie Trade Mark Application