A pioneering website in the United States is proving a hit with local consumers and restauranteurs, and boosting Australian lamb sales in the region.
The site – www.australian-lamb.com - is designed to cater for both the retail and consumer trade in the US, by providing information on where to buy Australian meat, how to cook it, and where it came from.
Meat & Livestock Australia’s regional manager in the US, Michelle Gorman, said a re-launch of the website in June had prompted a massive increase in website traffic.
“The new site is redesigned with the growing number of time-poor and health-conscious American consumers in mind,” Ms Gorman said.
“The site highlights the beauty and spirit of Australia, with practical tips, recipes and other information showcased by stunning photography.”
The site received more than 1.1 million hits in the three months after the re-launch in June.
“This equates to more than 12,000 every day, and is more than double the traffic the site was receiving over the same period last year,” Ms Gorman said.
Celebrity chefs are featured prominently on the site, providing exclusive recipes and tips on how to use Australian lamb. One of these chefs is Anita Lo, the co-owner and chef of the popular New York restaurant, Annisa.
Ms Lo is no stranger to Australian meat, having won an MLA lamb recipe competition before becoming an ambassador for the Australian product.
“I have been using Australian lamb exclusively for years,” Ms Lo said.
“And, I have no problem promoting it and endorsing it because my customers absolutely love it. To me, at the end of the day it is all about what the product tastes like on the plate. That’s why I like Australian lamb.”
The endorsement of celebrity chefs like Ms Lo helps the average consumer to understand and appreciate the imported product.
“Domestic American lamb from places like Colorado can tend to be quite gamey, and consumption of lamb (as opposed to chicken and beef) is still very low, so there is definitely a need to teach both consumers and the restaurant trade about lamb and its great tasting qualities,” Ms Lo said.
According to Ms Gorman the endorsement of Ms Lo and other top chefs including former White House Executive Chef Walter Scheib, is leading to an increased awareness and demand for Australian lamb.
“The most recent MLA sheep projection update shows that lamb exports to markets like the United States will grow by about 7 per cent in 2007, and initiatives like the www.australian-lamb.com website are helping to meet these expectations,” Ms Gorman said.
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