Meat & Livestock Australia Partners with 10 Leading Restaurants for “The Great Steak Escape Phuket Edition” Showcasing Premium Aussie Beef and Aussie Lamb Experiences inPhuket to Strengthen Thailand’s Food Tourism Potential

February 28, 2026February 28, 2026 Worapong

Meat & Livestock Australia (MLA) — Australia’s red meat and livestock industry’s marketing, research and development organisation for Australia’s red meat and livestock industry — has partnered with Penfolds, the globally renowned Australian wine brand, to launch the flagship campaign “The Great Steak Escape Phuket Edition”, marking its third edition in Thailand. Running from 25 February- 31 March 2026, the campaign aims to highlight the quality and versatility of premium Australian beef and lamb in Thailand through collaborations with ten leading restaurants across Phuket. The initiative seeks to deliver world-class dining experiences while reinforcing Thailand’s position as a global culinary destination.

The campaign brings together a curated selection of restaurants known in Phuket for distinctive culinary identity and exceptional dining experiences. Participating venues include:

• SALA Phuket, a contemporary restaurant focusing on premium ingredients and modern culinary techniques, will present specially curated dishes for the campaign, including Braised Short Rib, red wine-braised Australian beef short ribs served with white corn polenta and gremolata (THB 850++), alongside Australian Chermoula Marinated Lamb Skewer, Australian lamb shoulder marinated in aromatic chermoula spices, served with pomegranate tabbouleh, grilled flatbread and labneh (THB 750++), offering a refined culinary experience that highlights the depth of flavour and versatility of premium Australian beef and lamb.

• Terra & Mar at SAii Laguna Phuket, presenting premium cuisine within a luxury resort setting, will showcase specially curated dishes for the campaign, including Beef Rendang, slow-braised Southern Asian-style Australian beef simmered in rich coconut milk curry with an aromatic blend of spices (THB 950++), alongside Grilled Australian Lamb Chops, expertly marinated Australian lamb chops grilled to perfection and served with light couscous and refreshing house-made tzatziki sauce (THB 1,100++). Rendang combines premium Australian beef with authentic Southern Thai cooking techniques. The grilled lamb showcases the distinctive flavour of high-quality Australian cuts, served in a refined yet relaxed resort setting.

• Suay Cherngtalay and Suay Alchemy, celebrated for contemporary Thai cuisine creatively blended with Western techniques, will present two signature creations: Thai-Style Braised Australian Beef Short Ribs Thai Eggplant Chimichuri sauce (THB 1,190), alongside Suay Signature Grilled Lemongrass Lamb Chops Papaya Salsa, delivering vibrant Thai flavours with contemporary flair (THB 990). Together, these dishes reflect a modern Thai culinary perspective while showcasing the quality and versatility of premium Australian beef and lamb.

• Beirut Nights Restaurant, offering authentic Lebanese, Mediterranean and Middle Eastern cuisine in Patong, recognised for traditional meat preparation techniques, will showcase two signature highlights for the campaign: Lamb Kibbeh Shawarma, crispy fried croquettes made from cracked wheat and minced Australian lamb infused with shawarma spices, complemented by fresh pomegranate molasses and pomegranate (THB 950) and Beef Steak MS8, premium Australian Wagyu beef with exceptional marbling, carefully prepared to deliver rich flavour and tenderness (THB 2,500), offering a distinctive Middle Eastern culinary experience centred on high-quality Australian beef and lamb.

• Motown On Fire Steakhouse (M.O.F), delivering contemporary fine-dining steakhouse experiences through distinctive cooking techniques, will showcase signature creations for the campaign, including the Sirloin Steak, premium Australian sirloin with exceptional marbling, flame-grilled and carefully rested to enhance tenderness and depth of flavour (THB 470 per 100g), alongside Lamb Shank Adobo, Australian lamb shank slow-cooked sous-vide for 24 hours in Filipino-inspired adobo seasoning, served with glazed onions for a rich and flavourful dining experience (THB 710). These dishes reflect the restaurant’s contemporary steakhouse craftsmanship while highlighting the quality and versatility of premium Australian beef and lamb.

• ETNA Restaurant Phuket, showcasing authentic Italian cuisine inspired by Southern European culinary traditions, will introduce specially crafted dishes for the campaign, including Herb Gnocchi with Smoked Brisket, homemade herb gnocchi paired with smoked brisket in a rich red wine jus (THB 620++), offering a comforting yet refined Italian interpretation of premium beef, alongside Lamb Rack, grilled Australian lamb rack served with mixed salad and potato wedges (THB 1,250++), highlighting the natural flavours and tenderness of high-quality Australian lamb through classic European culinary techniques.

• Bangkok Bob’s has been serving premium Aussie steaks and charcoal-grilled excellence since 1972. Thailand’s original Aussie steakhouse, established in Bangkok and newly opened in Phuket, will present specially curated highlights for the campaign, reflecting its long-standing commitment to premium Australian produce and proper charcoal cooking. Signature dishes include the Josper-Grilled Australian Ribeye MB2/3 (250g, THB 599), prized for its balanced marbling, rich beef flavour and distinctive charcoal finish, alongside the Josper-Grilled Australian Lamb Rack (200g, THB 499), expertly prepared to enhance its natural juiciness and depth of flavour. Cooked in the restaurant’s signature Josper charcoal oven, these dishes reflect Bangkok Bob’s heritage of respecting quality ingredients while showcasing the consistency and versatility of premium Australian beef and lamb.

• Parsley, a fusion restaurant blending Thai and Western flavours with emphasis on fresh ingredients and balanced taste profiles, will present two specially curated dishes for the campaign: Picanha Steak with a Curry Twist, grilled Australian rump cap picanha steak served with aromatic Panang curry sauce and grilled vegetables (THB 920), offering a creative fusion of Western grilling techniques with Thai culinary heritage and Herb-Seared Lamb Rack, herb-seared lamb rack accompanied by green pea purée, poached sugar peas and rich gravy sauce (THB 950), delivering a refined yet approachable interpretation of premium Australian beef and lamb within a contemporary fusion dining experience.

• Prime & Flame, a premium Phuket steakhouse renowned for fire-grilling expertise and refined fine-dining presentation, will highlight two standout creations for the campaign: Smoked Beef Short Rib, 48-hour smoked Australian beef short rib glazed with bourbon, accompanied by pickled mustard seeds, pickled coleslaw and chimichurri, served alongside marrow mashed potatoes and seasonal vegetables (THB 1,550) and Lamb Rack, herb-crusted Australian lamb rack served with smoked eggplant coulis, potato and green apple rösti, and rich morel mushroom sauce (THB 2,100), delivering a sophisticated dining experience that celebrates the depth of flavour and superior quality of Australian beef and lamb.

This collaboration reflects Phuket’s growing reputation as a Global Hospitality & Culinary Destination, attracting international travellers and food enthusiasts seeking high-quality gastronomic experiences.

A key highlight of the campaign is the participation of Chef Ian Kittichai, selected as Aussie Beef Mates Thailand and MLA Ambassador 2025. As part of the programme, he travelled to Australia, to study farm-to-plate beef and lamb production systems, quality standards and advanced culinary techniques. The Aussie Beef Mates initiative, organised by MLA, aims to build an international network of chefs while deepening understanding of Australian beef & lamb standards and encouraging culinary innovation for global markets.

Chef Ian, widely recognised for blending multicultural culinary techniques, has contributed to elevating Premium Australian beef and lamb menus within contemporary gastronomy. During the campaign, he led an exclusive Aussie Meat Academy masterclass, sharing premium BBQ techniques with chefs from the ten participating Phuket restaurants. The session provided new perspectives on menu innovation, premium ingredient management and curated dining experiences aligned with evolving consumer expectations, contributing to the advancement of Thailand’s food industry standards on the global stage.

The campaign launch press conference for the third edition of The Great Steak Escape Phuket Edition was supported by Penfolds, the iconic Australian wine brand established in 1844 and globally recognised for its signature house-style wine blending. As an official partner, Penfolds curated a selection of premium wines to be expertly paired with Australian beef and lamb dishes crafted by leading chefs, enhancing the distinctive flavours of the premium meats while offering guests an elevated culinary experience, set against the beautiful beachfront ambience of Beyond Kata Hotel, Phuket at Kata Beach.

This initiative reflects the ongoing growth of the Premium Food Economy and Gastronomy Tourism, where food, beverages, tourism and international trade intersect to create integrated value. The collaboration enhances opportunities for the hospitality and food service sectors while strengthening Thailand’s global positioning as a leading culinary destination through quality ingredients, distinctive flavours and international partnerships.

For more information about “The Great Steak Escape Phuket Edition,”

please follow updates via: https://www.thegreatsteakescape.com/th

About Meat & Livestock Australia (MLA)

Meat & Livestock Australia (MLA) works in partnership with the Australian Government and the red meat industry to foster the long-term prosperity of the Australian red meat and livestock industry by providing research, development, and marketing services that contribute to producer profitability, sustainability, and global competitiveness. MLA carries out marketing activities to grow domestic and international demand for Australian red meat in more than 100 markets globally.

More: www.mla.com.au | Follow us: https://x.com/meatlivestock?lang=en

About Aussie Beef & Lamb

The Aussie Beef & Lamb (ABL), initiated by Meat & Livestock Australia (MLA), represents the finest quality Australian red meat, including beef, lamb, goat, and veal. With a focus on both trade (B2B) and consumer (B2C) audiences, ABL serves as the premier platform for promoting and marketing Australian red meat in export markets worldwide. Aussie Beef & Lamb is driven by the mission to ensure consumers have a consistent supply of exceptional Australian red meat, supported by strong collaborations with farmers, exporters, retail partners, and culinary services such as restaurants and food suppliers. Aussie Beef & Lamb strives to build awareness and preference for Australian red meat by highlighting its superior attributes and distinguishing it from competitors of other countries of origin (COO). We are proud of our commitment to food safety, quality and industry development programs. We also ensure high quality in the rearing, production, and delivery of Australian red meat worldwide

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