Historically, Vanuatu has had a very good environment for cattle with productive pastures and a very favourable animal health status. The industry has been very well established for a number of years, and the country had the largest number of cattle in the Pacific - approaching 200,000 in 2007. Historically the largest markets for Vanuatu beef have been Japan and Papua New Guinea (PNG), which averaged 36% and 39% of beef exports over this period. In 2018, 51% of exports went to Japan, with just 19% going to PNG. The Solomon Islands have been the third largest market – averaging 21% of exports, with sporadic exports to Australia and other destinations.

Vanuatu beef is also in high demand from tourists, whose numbers are ever increasing. There is also increasing demand from the local market.