The red meat industry’s marketing and research body Meat & Livestock Australia (MLA) has been working to put lamb at the forefront of consumers’ minds when making decisions about meals.
MLA chief marketing officer Lisa Sharp said it was important to focus on the benefits of lamb when promoting it to consumers, including its versatility and shareability.
“With increasingly busy lifestyles, there’s less time to plan meals, so not as any meals are eaten together,” Ms Sharp said. “But our research tells us that families want to have more shared meal experiences.”
Ms Sharp said a number of years ago, MLA used those insights to develop a position of unity.
“Nothing brings people together like lamb, so we focused on a summer holiday like Australia Day to show that lamb is perfect for sharing,” she said.
“We’ve since built on that idea, expanding our marketing activity to other key seasonal periods.”
Joely Mitchell
Joely started her career at Stock & Land as a cadet journalist in 2016. She is now the editor of the paper.
Joely started her career at Stock & Land as a cadet journalist in 2016. She is now the editor of the paper.
