IN MARKET Addressing AUSTRALIA red meat knowledge gaps It’s often said that the world MLA’s Rare Medium program of food is a lot like the fashion is addressing these gaps in the Australia’s population industry – the high end curriculum by providing online 24.5 million in 2017 innovators who push the resources such as carcase boundaries of culinary success, breakdown videos, dish inspiration and leading chef innovation. Australian beef consumption influence the operators at the • 1.4 million tonnes in 2017 mass end of the market and the Rare Medium is home to real world following seasons. paddock-to-plate experiences that showcase the quality of practices Australian sheepmeat That outlandish dish created by the in the supply chain, providing chefs consumption latest celebrity MasterChef creates a and apprentices with red meat • 302,000 tonnes in 2017 ripple of influence that manifests itselfbest practice. in new and interesting techniques, eventually democratising itself into “Through our Rare Medium online Australian consumption the reail channels for everydayt content and partnerships withorganisations like the Australian• Annual meat consumption is consumers to create at home. Culinary Federation, whose mission around 90kg/capita But what happens when the new is to promote the upskilling of • Beef accounts for about 24kg breed of chefs are not given the the restaurant industry, we’re • Lamb accounts for less than 10kg training and technique of the current grooming the next generation of • Chicken sits at around 48kg masters? The level of red meat chefs to confidently prepare and culinary training has steadily declinedserve Australian beef and lamb in the past 20 years in Australia’s to their clientele, no matter what Factors impacting future red vocational training providers due to type of outlet they work in,” MLA’s meat consumption the cost of delivering the content, Domestic Market Manager Graeme • Forecast higher household both materials and facilities. Today’sYardy said. ■ earnings and disposable incomes chef is less equipped to innovate and • Median age of Australians rising to confidently prepare beef and lamb to raremedium.com.au 41.5 years in 2050 from 37 years build their business profitably. in 2016 • Single-person households forecast to grow to 2.8 million in Good Meatinterested stakeholders such 2026, up from 2.3 million in 2016 as customers and value chain participants, providing a centralised providing source of information. Consumer perceptions The platform is further shared • Surveys reveal Australians the facts through presence at events such perceive beef as being an easy as Taste Sydney and Melbourne, everyday food offering goodness, and school appearances of the while lamb is seen as “a little An increasing number of the MLA Paddock to Plate virtual bit special”. population are interested in reality experience. ■ • Consumers also saw beef as the finding out more about the most superior meat, an essential nutrition, animal welfare and goodmeat.com.au part of a healthy diet for children, sustainability practices of the could be used in different meals, red meat industry. was of consistent quality and tastes delicious. MLA’s Good Meat program is designed to give these ‘curious • Lamb is perceived as tasting consumers’ the facts on the most delicious, something consumers common questions asked of the are willing pay a bit more for, production of Australian beef and guaranteed safe to eat, is a lamb. The Good Meat platform is superior meat and is the family’s an important resource for other favourite treat. 49