Bringing sexy back to lamb

by Bush Telegraph - ABC Radio National (Australian Broadcasting Corporation)

Bringing sexy back to lamb

Download audio Monday 14 July 2014 11:51AM (view full episode)

From dinner with Tom Cruise to boutique perfume – marketing lamb as sexy has pulled out all the stops over the years. But are consumers buying the concept? Meat and Livestock Australia’s state program manager in Western Australia Raf Rameriz, says its all about value adding with different recipes.

He says he got thrown the challenge to bring sexy back to the kitchen when cooking lamb. ‘Twenty years ago the dog would get the shank and the flap and all those types of things and today they are valued commodities and everybody loves those.

‘We don’t want lamb to be this once in a blue moon type of meal, we want to be celebrating it every day of the week.’ He says the branding of lamb starts with the producer.

‘I think as a butcher we need to know what the producer is doing right through the supply chain, to really understand what we do as a whole.’

He says he has already had a few farmer’s wives approach him to teach their husbands about the different cuts of meat available.

‘The wives are sending them down here and saying let’s have a look at some of the different cuts because I wouldn’t mind some of those.’