P.PSH.1520 - Export market chilled cold chain performance of premium Wagyu retail pack formats into the UK

Summary

To understand a new potential export opportunity expansion and direct export of fresh meat supply, this project has considered and practically assessed the viability and performance of exports to the UK. Grill ready, portioned premium Wagyu meat supply in retail packs has been the focus, with direct to delivery from Australia via a chilled supply chain to the buyer.

Objectives

The project secured the supply of fresh premium striploin Wagyu beef for direct delivery to a high-end restaurant testing the principles of slice and packed as a grill ready supply from Australia.

Key findings

• The striploin meat from Kilcoy Global Foods, was offered as a special menu option at the Meat and Wine Co. in portion ready packs in the final part of the trial during February 2025.
• There was exceptional positive reaction, with the findings establishing the full possibility of direct retail supply from licensed facilities in Australia, delivering premium meat to end consumers in UK.
• The value-add calculation indicates a 20%-25% increase in gross margin shipping to UK grill ready portions of Wagyu Sirloin, supplied at $150 to $190 per Kg, as wholesale.

Benefits to industry

• Australian farmers can benefit from creating new retail or portion brands that exploit the supply chain delivering fresh direct to consumers who can afford premium products.
• The market remains untapped and may be exploited by establishing packing operations licenced to supply small but high price wagyu direct to end buyers in UK, expanding to the rest of Europe and the rest of the world.
• Avoiding the value-add at the consumer end will build better economic strength in Australia, contributing to the export earnings of Australia.

MLA action

No further action.

Future research

• Elaboration of the findings to a wide range of products through a licensed pack house in Australia is required.
• Introducing lower cost options for traceability of retail packs is a key area for assessment, combining air shipment tracking with temperature logging devices travelling with the consignments of fresh chilled packed products.
• Further supply chain testing, exporting meat direct to buyers, in collaboration with pack-houses in other countries, who could facilitate and remove import barriers is recommended.