Next week could mark the start of a new era of co-operation for lamb promotion in the United States.
Representatives from the Australian, New Zealand and US lamb industries will meet in Denver, Colorado to discuss plans for co-operative lamb promotion and research initiatives.
Historically the three nations have viewed each other as competitors – vying for a share of the US lamb consumers’ dollar.
While commercial competition will undoubtedly continue, the Tri-Lamb initiative is about recognizing a problem shared by all. Per capita lamb consumption in the United States has been static or declining since the beginning of the 1900’s.
Other protein sources, especially pork and chicken, have increased their market share. Tri-Lamb members recognize that other protein sources are the real competitors and the three countries need to work together to win back market share.
Lamb has a powerful health and nutrition story and Tri-Lamb promotional efforts will be focussed on communicating this story for the entire lamb category.
Meat & Livestock Australia’s regional manager in the US, Michelle Gorman, says the group faces significant challenges growing lamb consumption in a market dominated by the beef, poultry and pork industries.
“That dominance is so great that up to 80 percent of all Americans say they haven’t tried lamb,” Mrs Gorman said.
“Annual consumption of lamb in the US is about 1.3 pound (0.6kg) per person, which represents less than 1percent of US meat consumption, so the challenge is significant. In comparison, Australians consume about 22 pounds (10.2kg) per person per year.
“We want to ensure that lamb is high in the consciousness of retailers, restaurateurs and consumers alike, and we have the best possible hope of achieving this as a united industry, so this is a very important meeting for Australian farmers.”.
The Sheepmeat Council of Australia and Meat & Livestock Australia will be representing Australia at the meeting.
The United States continues to be Australia’s largest and most valuable export lamb market. Over the past decade the Australian industry has been very successful in changing lamb production to meet the needs of US consumers, and Australia has been rewarded for its efforts with an increasing market share.
The next challenge facing the industry is to increase US lamb consumption. Initiatives such as Tri-Lamb and the on-going “Australian Lamb – Fresh, Easy and Delicious” marketing program are focussed on delivering this outcome.
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Media contact: Michelle Gorman (Washington USA) +1 202 550 1854
Released by: Damon Whittock, MLA Media Affairs Manager – (02) 9463 9368