P.PSH.1319 - Weeknight Cook: Getting red meat back on the weeknight household menu
The Australian red meat industry has for some time recognised the importance of ‘Easy, Everyday’ meal solutions, acknowledging how other proteins, namely chicken continue to dominate this space.
| Project start date: | 30 June 2021 |
| Project end date: | 30 March 2024 |
| Publication date: | 26 April 2024 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb |
| Relevant regions: | National |
|
Download Report
(5 MB)
|
|
Summary
Weeknight Cook has evolved from producer roots, benefiting from the support of MLA and the MLA Donor Company over the course of the past 6-years. Armed initially with a goal to improve carcass utilisation the vision for Weeknight Cook has morphed more so into a passion to encourage more consumers to enjoy Australian red meat, more often.
Objectives
Weeknight Cook successfully developed a concept range of ready to ‘quick cook’, minimally processed, retail-ready family meals with beef or lamb as the core ingredient. To achieve this a number of processes have needed to be achieved including:
- establishing supply, manufacturing and retail partners
- developing IP around packaging, processing and recipe development
- ascertaining quality parameters
- validate consumer desirability within an instore environment
- ascertain the benefits for the Australian red meat industry
Key findings
Key findings of this project are that “consumer is key” and for red meat to continue to retain, or better still improve its market share in the retail space, we must address the consumer’s demand for “Easy Everyday” meal solutions that offer variety. Further, the importance of position and price is fundamental if we are to successfully compete with other proteins, in particular, chicken.
Benefits to industry
Learnings from this project offer invaluable insights to guide further product development and market penetration. However, it has been the opportunities that have arisen from the project, including the opportunity to work with retailers on product development over the next 12-months, that is expected to deliver the greatest value to the Australian red meat industry.
MLA action
Publish the final report on the MLA website and continue to complete research that assists in providing consumers with appropriate red meat meals solutions.
Future research
With a plethora of data to highlight the unmet needs of our consumers and hence where the opportunities lie for the Australian red meat industry, future research and development should focus on how we provide customers with quality beef and lamb products that compete with chicken, particularly in the fast growing categories of frozen and the lunch time meal occasion.
More information
| Project manager: | John Marten |
| Contact email: | reports@mla.com.au |
