Butcher bootcamps driving demand for Aussie red meat

As incomes rise and discerning consumers better appreciate the importance of providence and quality in their purchasing decisions, Greater China has seen significant demand growth for high-quality red meat over the past few years. To support the demand, Meat & Livestock Australia’s (MLA) Greater China team has been supporting food professionals and young chefs to develop their skills and better understand Australian red meat’s unique qualities.

The ‘Butchers club bootcamp’ is a great example of this support. These events provide hands-on training for butchers and chefs in China so they can gain knowledge of and experience in preparing and cooking Australian beef and lamb. They also have opportunities to work with cuts not common in the Chinese market. Different cuts are explored at each bootcamp leading to continual attendee knowledge expansion.

Events have been held across China, with each event recruiting between 20−40 participants – helping to build a network of butchers and chefs who understand the value of Australian beef and lamb.

After the bootcamps, participants are encouraged to join the ‘Aussie meat butchers club’ − a platform for butchers and chefs to exchange knowledge and further develop their skills.

As the red meat market expands throughout Greater China, events like this pivotally position Australian red meat in the minds butchers and chefs.