SUPPLY CHAIN TOUR TAPS INTORESEARCH INREVIEW MENA MARKET PROJECT NAMEIdentifying investment opportunitiesin the sheepmeat supply chain MLA’s Program Manager – Value for flexible adaptation of eastern The complex, diverse nature wheatbelt farm businesses of Middle Eastern and Chain Research, Development and North African (MENA) Adoption, Dr David Beatty, said the RESEARCH ORGANISATIONS sheep markets was brought MENA sheepmeat market is currently WA Department of Primary into focus for a group of WA dominated by chilled product (60.7%). Industries and Regional Development (DPIRD), MLA, sheep producers and industry The remainder is made up of frozen Merredin and Districts Farm representatives when they toured meat (28.9%) and live sheep (10.4%). Improvement Group, in Qatar, Jordan and United Arab David said live animals represent collaboration with the Far East Emirates (UAE) recently. an opportunity to market a range of Agricultural Research Group MLA co‑funded the tour, which was carcases based on weight and quality. FUNDING ORGANISATIONS part of a WA Department of Primary “The vast majority of food in the region is MLA Donor Company, DPIRD Industries and Regional Development imported, so the markets crave security and producers (DPIRD) project aiming to build resilienceof supply and consistency of product,” GOAL in WA wheatbelt farming systems. he said. To identify investment opportunities DPIRD project manager Tanya Kilminster David said an unexpected highlight in the sheepmeat supply chain said the tour, which included seven of the tour was discovering how keen for flexible adaptation of eastern producers, two DPIRD project members consumers were to know where the wheatbelt farm businesses. including herself (both also producers),sheep came from and their affinity for BUDGET MLA staff and a stock agent, illustratedAustralian product. $865,380 (including in‑kind the diversity and complexity of MENA – contributions) a target market for many WA proucers.d “People we met by chance in supermarkets were genuinely DURATION “The sheep industry in WA is very interested and considered Australian 2016–2019 export‑focused and only about 15% of sheepmeat to be a high‑quality, safe slaughtered sheepmeat is consumed product,” David said. KEY FINDINGS TO DATE locally,” Tanya said. • The Middle East is a complex and However, the tour saw Australian diverse market which shouldn’t be “Most of our Merino product is exported sheepmeat sitting alongside Romanian, considered as a whole. to the Middle East but it’s not a Welsh and New Zealand product, homogenous market. reinforcing that without consistent • The market craves sustainable supply, customers would look and consistent supply to meet the “Qatar markets want lighter, leaner elsewhere to fill demand. needs of increasing demand. animals but their carcase size • Australia is well regarded as a is increasing. Tanya said she was impressed with trusted source of protein in the The major importers want to continue the relationships MLA and Australian Middle East. “ i government agencies have built live sheep trade with Australa. with the supply chain in the Middle • MLA’s presence in the Middle “There are issues with getting chilled Eastern markets. East underpins the market’s meat to the markets on a consistent trust in Australian sheepmeat basis due to problems with air “We saw first‑hand the value of the work (and beef) products. freight. We nee tod that is being done to open up and buildlook at researchmarkets,” she said. ■ and development opportunities to improve shelf life.” David Beatty E: dbeatty@mla.com.au MLA Middle East and North Africa market snapshot: mla.com.au/MENA Tour members were impressed with the condition of sheep held in Middle Eastern feedlots. Image: Tanya Kilminster 42