Australian goatmeat finds niche market in Russia

25 July 2016

Australian goatmeat has started appearing in retail shops and restaurant menus in Russia. Although not a meat traditionally consumed by Russians, goat has emerged as a niche product for the consumers who prefer healthy, lean meat.

Australia exported 42 tonnes of goatmeat to Russia in 2012, and although no product was exported in 2013-2014, trade picked up again last year with another 14 tonnes exported from September 2015 to June 2016 after securing importer interest.

MLA, on behalf of the Australian goat industry, pursued this promotion capitalising on the opportunity to re-introduce goatmeat to consumers as a protein alternative, as the population still faces import embargoes on beef, pork and poultry products from some countries. 

MLA supported a Moscow-based importer to supply goatmeat to the Russian market as well as a number of retail and foodservice promotions to reintroduce different goat cuts to consumers, who traditionally had not considered goatmeat as an everyday eating item. 

Different packaging options were created for both chilled and frozen cuts and offered in Azbuka Vkusa supermarkets, Metro Cash & Carry and Okey hypermarkets in retail and 80 kebab-style restaurant chains.

Recipe leaflets for goatmeat pilaf, stewed goatmeat with balsamic and red wine Italian style, stewed goatmeat with potato Uzbek style, baked goatmeat with olives and tomato and information about the quality and safety of goatmeat were put in the boxes for wholesale trading.

Other brochures were distributed among clients during the workshops and tasting sessions in major hypermarkets and supermarkets in Moscow. Australian goatmeat was also present at the main foodservice exhibition in Russia – PIR show and Metro Expo, attended by about 54,000 people from the trade.

“Russians still consider goatmeat to be an exotic type of meat and not for everyday consumption but after tasting Australian goat, their perception often changes and more people are willing to buy the product so we will continue to hold meat sampling events where we can,” MLA’s Russia-based trade representative Veronica Maximova said.

Restaurants in the capital, Moscow, have also begun offering various goatmeat dishes experimenting with different cooking methods and flavours paired with goatmeat.  In the next 12 months MLA, together with the importer, will continue to build awareness of Australian goatmeat and expand on retail and restaurant promotions in other urban centres in Russia including St. Petersburg, Novosibirsk, Rostov, Krasnodar and Sochi. 

For more information please contact MLA’s Russian Trade Development Representative Veronica Maximova on vmaximova@mla.com.au

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