The “Lambassadors of Australian Lamb” is a marketing campaign that promotes Australian lamb as a high-quality and delicious meat product. The campaign was launched by Meat and Livestock Australia (MLA), a producer-owned company that provides marketing and research services to the Australian red meat industry.
The “Lambassadors” campaign aims to promote the consumption of Australian lamb by showcasing its versatility, taste, and nutritional value. The campaign features a group of celebrities, chefs, and sports personalities who are known as “Lambassadors.” These Lambassadors help to spread the word about Australian lamb by sharing their favorite lamb recipes and endorsing the product on social media and in advertising.
Meet for meat
Partnering with the Victorian Government of Australia, Meat & Livestock Australia (MLA) held the Lambassador 2023 event at the Vic House located in Shanghai on the 8th of February 2023. It is a feast where professionals – including representatives from importers, exporters and retailers – as well as chefs and gastronomes meet for meat.
The event features several select suppliers of quality sheepmeat from Victoria State, including Mastlink Australia. The organiser introduced Mastlink Australia as one of the recommended suppliers from the Victoria State. Focusing on sourcing quality livestock and has developed long-term partnerships with local abattoirs in Australia, which enables Mastlink Australia to ensure traceability and control the quality of its meat products.
The Lambassadors of Australian Lamb campaign has been running for several years and has featured a range of well-known personalities, including celebrity chefs such as Curtis Stone and Adrian Richardson, former Australian rugby player Phil Kearns, and media personality Sam Kekovich. Through an array of activities such as cooking competition, culinary innovation, and on-the-spot communication, this event introduces customers from all over the world to high quality sheepmeat – especially lamb – from Australia, says Joe Zhu, MLA’s Country Manager for Greater China.
According to Nick Henderson, Victoria’s Deputy Commissioner for Greater China, Victoria is the largest producer of quality lamb and mutton in Australia and one of the top ten exporters of lamb and mutton in the world. China is the second largest market for Victorian sheepmeat products. In 2021-2022, over 208,000 tonnes of sheepmeat were exported with a total value of A$1.89 billion, an increase of 35% on 2020-2021. Over the past two decades, China’s importance in the sheepmeat export market has grown year on year. For 10 years from 2013, China has remained Australia’s largest market for mutton exports. And it is hoped that this bond between Australia and China will grow even stronger in the years to come.
Overall, the campaign has been successful in promoting the consumption of Australian lamb both in Australia and internationally. It has helped to raise awareness of the quality and taste of Australian lamb and has encouraged consumers to try new lamb recipes and cooking methods.
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