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Back to Marketing beef & lamb


The Masterpieces program aims to positions non-loin cuts of meat as fashionable and versatile ingredients that allow a chef to showcase their skills and improve plate costs.

Non-loin cuts

Non-loin cuts are used widely in overseas markets, but a lack of experience using these cuts, and perceptions of low quality and limited versatility, has meant that they are not commonly used on Australian foodservice menus.

The program draws inspiration from global cuisines and demonstrates the versatility and creativity that can be achieved using non-loin cuts of beef and lamb (masterpieces) for all types of menus from causal pub meals to fine dining elegance.

The first four beef and lamb cuts being featured are:

Beef Masterpieces


  • Oyster blade
  • Bolar blade
  • Flank steak
  • Point end brisket
  • Neck
  • Chuck Rib Meat
  • Chuck Roll
  • Inside Skirt

Lamb Masterpieces


  • Forequarter
  • Ribs/Belly
  • Rump
  • Mince
  • Leg
  • Knuckle
  • Hind shank

Eating quality

Underpinning the message are the cut and cook methods of the eating quality program – Meat Standards Australia.


As well as running MLA's state-based chef club events promoting the masterpieces concept, MLA is partnering with wholesalers around Australia to roll out masterclasses for chefs. These sessions combine butchery knowledge, recipe inspiration and cooking tips on how to get the best out of the cuts.

A Masterpieces print campaign is being featured in national trade magazines and sponsorships of industry events using masterpieces is continuing the promotional activities.

More information