Agriculture and Food Minister Kim Chance said Meat and Livestock Australia’s national campaign to promote lamb would help drive sales of Western Australian lamb.
Mr Chance joined television personality Sam Kekovich on the front steps of Parliament House today to promote lamb to a national audience.
The Minister said the growth of the national lamb industry had been a major success story of the past decade.
“The lamb and sheep meat industry has become much more consumer focussed and has placed a high priority on improving farm management, genetics and marketing systems to consistently deliver lamb carcasses which are larger and leaner,” he said.
“This has been combined with the need for the meat to have a high eating quality and attractive visual appeal to customers.”
Mr Chance said the WA industry sold more than eight million lambs and adult sheep in 2006-07, valued at nearly $500million. This included 2.5million lambs, of which about 40 per cent were exported.
“Domestic demand for lamb remains strong due to continued growth in consumer spending, positive perceptions of lamb, better lamb quality and successful marketing initiatives,” he said.
“Lamb consumption in Australia remains at around 10kg per person per year, but consumer expenditure on lamb has almost doubled in the past five years and is estimated to exceed $2billion annually.”
The Minister said Western Australians were able to buy top quality fresh lamb throughout the year from both butchers and supermarkets, and could be assured the meat was produced in a clean and healthy environment.
“This State is well-known for its commitment to quality from paddock to plate, which is why the State Government initiated the ‘Buy west, Eat Best’ campaign to promote outstanding WA foods,” he said.
“The State Government is making decisions to protect and enhance our unique environment.”
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