B.AWW.0010 - UK Sheep Welfare Challenges for Australian Exports

Summary

Mulesing, whilst effective is a painful procedure that has received public scrutiny and poses potential risks to existing and future markets. With Australian sheep meat production systems largely dependent on Merino or Merino-crossbred ewes, the issue of mulesing lurks in the background for lamb supply chains and markets, even if the animal sent to slaughter are not themselves mulesed. This study examined the likely impact of several Australian sheep production management systems, especially mulesing, and their perceptions in the UK, specifically on exports to the UK across each of the key market segments.

This strategic project will provide key insights into the UK market for Australian exporters. The key focus will be trying to understand the potential impact of market access to the UK for sheep meat products based on current farming practices such as phasing out mulesing versus not phasing out mulesing.

Objectives

This project will investigate
- How current management practices (mulesing, castration, tail docking and ear tagging) that are undertaken by sheep producers in Australia are perceived by UK importers.
- The view of UK consumer sentiment around animal welfare, based on current UK media outlooks.
- How might mulesing damage the market's potential if not phased out and what are the short, medium and long term impacts of this and why?

This will be undertaken across each of the key market segments. The service provider will provide a strategic outlook for the Australian sheep industry based on UK perspectives and the subsequent market drivers.

Key findings

The major risk lies within NGOs provoking an outcry in the public over what will be presented as a revolting procedure. Australian sheepmeat is thus likely to find the fear of association with an AW issue a barrier to enter major UK retailers. This would, however, be less of an issue at both foodservice and further processing.

It would be advisable for the AU sheep sector to adopt a proactive attitude with respect to mulesing and other AW practices that could be seen as questionable.

Benefits to industry

This project provides insights into the risk mulesing poses to the industry.

MLA action

This online summary will be published on the MLA R&D website.

Future research

Ongoing research and development will be conducted on ways to transition to a non-mulesed flock.