Global Lambassadors unite: Australia welcomes largest-ever delegation to champion Australian Lamb

Australia will be rolling out the red carpet for 21 internationally acclaimed culinary professionals as part of the largest-ever Lambassador delegation, a flagship initiative by Meat & Livestock Australia (MLA) designed to elevate the global profile of Australian lamb. 
  
Representing 11 countries, these chefs and food influencers are embarking on a cross-country journey from Western Australia to Victoria and New South Wales. 
  
Their mission is to experience the Australian lamb industry from paddock to plate, gaining firsthand insight into the sustainable farming practices, world-class animal welfare standards, and the quality that defines Australian lamb. 
  
Producers from Western Australia will have the chance to experience the culinary delights of these world-renowned chefs at Borden Pavillion on the 16th of October, at a cooking challenge that is open to the public. The chefs will also visit various key growing regions like Katanning, Borden, and Busselton. 
  
In Melbourne they will experience dining in the CBD, visiting world class restaurants and butchers. In the final leg of their journey, the Lambassadors will travel to Orange to visit a lamb feedlot and local producers, finishing up in Sydney to explore the dining scene and a closing VIP dinner held at MLA’s head office in North Sydney. 
  
In a first for the program, five leading Australian chefs will also be inducted as Lambassadors, joining their international peers in championing the story of Australian lamb on the global stage. 
  
This year’s delegation comes at a pivotal time for the industry. Australian lamb exports have reached record heights, with export value surpassing $4 billion for the first time in a 12-month period (June 2024–May 2025), marking a 14% year-on-year increase. 
  
While export volumes dipped slightly by 1%, they still reached 363,109 tonnes shipped weight, which is the second highest on record. 
  
Key markets such as the United States, Canada, Malaysia, and the Middle East have all shown strong growth, with the UK and India experiencing surges of 44% and 124% respectively, thanks to new free trade agreements. 
  
MLA’s General Manager – International Markets at MLA, Andrew Cox states that the Lambassador program has been going from strength to strength, and the opportunity to expand the program to three states across Australia has been extraordinary. 
  
“The Lambassador program has grown into one of our most powerful international marketing platforms,” Mr Cox said. 
  
“Over the past ten years, it has built a global network of culinary leaders who not only understand the quality of Australian lamb but are passionate advocates for it. 
  
“This year’s delegation is our largest yet, and it’s a testament to the program’s impact. Their influence helps us reach new markets and reinforce Australia’s reputation as a world leader in premium red meat.” 
  
The Lambassador program is more than a culinary tour, it’s a strategic marketing initiative that leverages the influence of globally respected chefs to tell the story of Australian lamb in their home countries. 
  
These chefs return home equipped with authentic experiences and deep knowledge of Australia’s lamb production systems, which they integrate into their menus, convey to their audiences and instil within their culinary education efforts. 
  
Chef Yakup from Fat Lamb in Bangkok, Thailand said that the experience to tour Australia and find out about the lamb industry was a once in a lifetime dream. 
  
“There’s something truly special about standing in the paddock where the lamb is raised, then tasting it prepared by the very people who understand its journey. Australian lamb is not just a product, it’s a story of care, sustainability, and excellence. I can’t wait to share that story with my diners back home,” Chef Yakup said.