Domestic goat marketing activities

25 July 2016


Meat & Livestock Australia’s (MLA) Masterpieces whole of carcase utilisation program provides foodservice professionals with education, inspiration and menu application ideas for Australian beef, lamb and goat. The program includes a range of digital content that is promoted to chefs through Rare Medium’s (MLA’s foodservice brand) social platforms including Facebook, YouTube and Instagram. Each month the program focuses on a different primal and throughout May, highlighted the goat forequarter, reaching more than 150,000 people and garnering 105,000 views.

Three animations were created as a part of the program. Firstly, a Carcase to Cuts animation which highlights the forequarter, its location on and percentage of the carcase, characteristics and the various cuts that can be derived from it. The second animation shows the top export destinations for Australian goat around the world and provides examples of how chefs in those regions are cooking with the protein. The third animation provides examples of how cuts from the goat forequarter can be used in a variety of foodservice venues with ideas for cafes, restaurants, pubs and catering. All Masterpieces content is housed on the Rare Medium website.  Click here to watch the goat forequarter animations and to access the recipes.

Content was also generated for the Masterpieces Chef Challenge which featured two influential chefs in a cook-off using cuts from the primal. Goat was extremely fortunate to secure two widely renowned and respected chefs in Giovanni Pilu from Pilu at Freshwater and Alessandro Pavoni from Ormeggio at the Spit. The content generated included a 15 second teaser which was promoted through Facebook (68,023 people reached) and YouTube and a full length video (16,676 views) which was promoted through YouTube. To view the videos please click here.

Ramping up the goat PR

To help to grow consumer demand for goat in the domestic market MLA is also undertaking a consumer outreach program in partnership with PR agency One Green Bean. The program uses recipes and assets from Masterpieces (along with other MLA goat recipes created by in-house chef Sam Burke) in reaching out to news publications to generate PR stories around goat. The stories being generated include statistics and information on goat consumption and trends in Australia, along with messaging on its versatility, benefits and cooking methods. Stories are also being localised by calling out local restaurants and retailers who sell goat, so readers can give goat a go themselves.

Give Goat a Go Butchers Promotion

MLA has also been working with a major butcher chain, Sutcliffe Butchers, with six outlets in Sydney, to run a goat promotion in their retail butcher stores for a six-week period throughout May and June. The Give Goat A Go promotion is designed to increase goat sales over the period and entice customers to purchase goat for the chance to win a premium slow cooker. Give Goat A Go point of sale materials, entry forms and various goat recipes have been accessible to customers at the Sydney stores. The competition closed on 3 July, 2016.

As further results from these activities become available they’ll be reported in Goats on the Move. For more information on any of the above activities please contact MLA Brand Manager, Jacob Baldock on

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