An industry-first event will be launched in July this year, that gives lamb producers the opportunity to hear from consumers about the future of the industry.
Lambition will provide a platform for producers to consume sheepmeat product lines currently available at retail and restaurant points of sale, featuring Meat and Livestock Australia corporate chef Sam Burke.
They will be able to digest the impact differences in carcase weights, breeds and turn-off ages, have on portion size and eating quality.
A Q&A panel will dissect future challenges and opportunities facing the industry, including declining lamb consumption.
Stock and Land editor Annabelle Cleeland said the aim was for producers to leave the dinner with a clearer picture of how to tailor their product to consumer demands, and where the industry should invest in education and promotion of lamb in domestic and export markets.
“Be inspired, as this industry-first event takes you inside what it takes to grow lamb’s success into the future,” Ms Cleeland said.
“Hear directly from consumers about the future challenges facing the industry.”
The gala event will coincide with the Australian Sheep and Wool Show in Bendigo, on July 21.
For more information, and to purchase tickets, click here.