Q&A: Leading UAE importer on why Australian lamb sets the premium benchmark

In this Q&A, we speak with a leading UAE importer, Hussam Sarhan – Executive Director at Al Mawashi, about Australian lamb’s value proposition.

From consistency of supply and eating quality to traceability, freshness and shifting market pressures, Hussam shares his insights into what defines value and trust in today’s highly competitive lamb market.

How important is lamb on your menus, and why does it resonate with diners in your region?

Australian lamb is a cornerstone of our menu for several reasons. Operationally, the robust supply chain and consistent quality ensure we can deliver a premium experience without interruption. From a value perspective, it remains competitively priced, allowing us to maintain accessible margins for our guests.

Beyond the logistics, it resonates deeply with our diners because of its 'clean and green' reputation. Its mild flavour and versatility make it a favourite for both traditional roasts and contemporary, spice-forward dishes, hitting that perfect balance between luxury and familiarity.

Why do you choose Australian lamb over lamb from other origins?

We choose Australian lamb because it offers an unmatched consistency in supply and quality that other origins simply cannot replicate. The rigorous grading standards and robust supply chain ensure that every cut meets exact specifications for marbling and sizing year-round, allowing us to maintain a predictable, high standard menu.

Furthermore, its distinctive flavour profile noted for being clean and mild remains remarkably consistent, providing our diners with the reliable, premium eating experience they expect from our brand.

How does consistency of supply and eating quality affect your purchasing decisions?

The consistency of supply and eating quality are the primary drivers of our purchasing decisions because they directly impact both operational efficiency and guest satisfaction. Reliability in the supply chain ensures we can maintain our menu offerings without frequent substitutions or price fluctuations, which protects our margins and prevents "out of stock" scenarios. Simultaneously, consistent eating quality specifically in terms of flavour, tenderness, and fat cover ensures that every diner receives the exact same premium experience. By prioritising these two factors, we eliminate the risks of kitchen waste and negative guest feedback, allowing us to build long-term brand loyalty through a predictable, high-quality product.

What role does animal welfare, food safety and traceability play in selecting Australian lamb?

We select Australian lamb because its world-class traceability (NLIS) and food safety (LPA) systems remove operational risk, while its high animal welfare standards align with our diners' values. These systems collectively guarantee a clean, ethical, and transparent supply chain that protects our brand reputation. 

What drives your lamb sourcing decisions, particularly around freshness and format?

Our sourcing decisions are driven by three primary operational and market-driven factors:

• Peak freshness and integrity: We prioritise chilled carcases supplied by air because they are typically consumed within five days of slaughter. From a culinary standpoint, there is no logical reason to purchase boxed meat that was slaughtered a month or more ago; the natural juices, texture, and "bloom" of the meat begin to degrade the moment it is vacuum-sealed and aged for extended periods in a box.
• Superior eating quality: Air freight carcases bypass the long sea-freight durations required for boxed chilled meat. This prevents the development of "confinement odours" or texture changes associated with long-term vacuum storage, ensuring our diners receive a product at its absolute peak of flavour and tenderness.
• Market preference and transparency: In our region, the visual of a hanging carcase is a powerful symbol of freshness and trust. Our consumers value the "butcher-shop" transparency of seeing the whole animal on display rather than a processed, plastic-packed item. The hanging carcase not only demonstrates our commitment to traditional craftsmanship but also serves as a visual guarantee that the meat hasn't been frozen or ultra-processed.

By avoiding boxed options, we maintain a faster turnover and a higher standard of transparency that resonates directly with the expectations of our local market.

Are certain Australian lamb cuts or specifications particularly well‑suited to your menu or cuisine?

While racks, shanks, and the short loin are our most popular cuts for their premium presentation and tender textures, the entire Australian lamb carcase is integral to our menu. We utilise the shoulder and the neck for traditional Arabic dishes from this region, while the leg is mostly used for minced meat and some professionals use it for tikka barbeque. Secondary cuts like the ribs are very slow in demand and usually used mixed with the minced meat to provide some fat flavour to it. This approach allows us to provide a complete, high-quality dining experience where every cut benefits from Australia's consistent flavour and lean specifications.

What trends are you seeing in customer demand for premium lamb dishes in your market?

Customer demand for premium lamb is shifting away from simple volume toward discerning, quality-led consumption. As the UAE solidifies its position as a global culinary hub, several key trends are emerging:

• Heightened demand for ‘clean’ and natural labels: Affluent UAE diners and the growing expat population are increasingly prioritising natural, grassfed and antibiotic-free lamb. There is a strong movement toward "clean eating," with nearly 84% of UAE consumers actively avoiding artificial additives, directly boosting the appeal of pasture-raised Australian lamb.
• "Experience" over convenience: While boxed and frozen products are available, the premium sector – particularly in Dubai and Abu Dhabi – is seeing a surge in "theatrical" and artisanal dining. Customers increasingly value seeing the product in its natural state (such as hanging carcases), which signals freshness and transparency. This is part of a broader trend where "locally sourced" or "air-fresh" is no longer just a tagline but a performance requirement for high-end restaurants.
• Shift to high-value foodservice: Approximately 70% of premium red meat in the region is now consumed within the hotel, restaurant and café (HORECA) sector. Diners are looking for more than just traditional roasts – they are seeking innovative, globally inspired lamb dishes from Japanese fusion techniques to refined Middle Eastern paddock-to-plate concepts that utilise the entire carcase.
• Trust through traceability: With the rise of digital services and online meat platforms, consumers now expect absolute transparency. They want to know the story behind their meat, which has made Halal certified, fully traceable Australian lamb a benchmark for food safety and ethical sourcing in the region.
• Ramadan and festive season dynamics: Even as daily consumption becomes more health conscious, traditional festivals like Ramadan continue to drive massive spikes in demand for whole, high-quality sheep. During these times, the market specifically looks for fresh, lighter carcases that can be prepared for communal, family-centric meals.

Looking ahead, how do you see demand for Australian lamb evolving in your region?

Demand for Australian lamb in the UAE is at a turning point. While Australia is still seen as a premium origin, rising prices and increased competition – particularly from South Africa – are changing buying behaviour. As more countries use airfreight to supply chilled carcases, Australia no longer stands alone on speed or freshness.

At the same time, confusion around boxed meat sold as “fresh” is eroding consumer trust, pushing diners to experiment with other origins.

We expect Australian lamb to hold its place at the very top end of the market, but without clearer differentiation around freshness and transparency, it risks losing ground in the middle.