SUPPLY CHAIN A lamb-led future Processing technology like DEXA (dual-energy X-ray absorptiometry) and meat eating science are paving the way for Australian red meat to even better meet the demands of all stages of the value chain, particularly the consumer. Rozzie O’Reilly MLA is one of the 19 beef, sheepmeat and pork industry LAMBPRO Breeding Manager stakeholders in the multi-million dollar ‘Advanced Rozzie O’Reilly recently took part in the Young Food measurement techologies for globally competitive Australian Innovators program which was supported by MLA Donor meat project’ (ALMTech). The project aims to accelerate the Company and the Australian Government Department of development and introduction of objective carcase and live Agriculture and Water Resources through the Rural R&D for animal measurement technology. Profit program. As part of the program’s research component, There are five research programs within the project: Rozzie identified quality-based payment for producers as 1.Development of lean meat yield measurement technology critical to the development of high value, high eating quality, 2. Development of eating quality measurement technology branded lamb products. 3. Development of robotic technology FB: What did you learn from the Young Food 4.Industry databases Innovators program regarding whether lamb can become ‘the next Wagyu’? 5. Data decision systems. Rozzie: As part of the program, we were required to gather In part two of Feedback’s feature on research progress consumer insights into our individual projects. For me, this in this area we talk to researchers and stakeholders involved looking at whether a high eating quality lamb helping shape red meat’s future through this and other product, similar to the standards of Wagyu beef, is demanded MLA-supported programs. by consumers. Project leader Professor Our random consumer insights determined that lamb Graham Gardner, Murdoch University consumers are eating lamb two to four times per month; lamb E: g.gardner@murdoch.edu.au is no longer seen as a regular meal in everyday Australian households. Of the consumers interviewed, 73% said they Part one of this feature appeared in the were buying lamb to impress their family and friends on December 2018/January 2019 edition of Feedback special occasions, and 64% of these said price was not a pain on pages 40–41. Visit mla.com.au/feedback to view point when buying lamb to impress. previous editions. Common pain points were continually having inconsistent eating quality experiences, and not finding good quality lamb when they need it. These provide market opportunities for the lamb industry; high end, luxury lamb with provenance is being demanded and a considerable portion of consumers are not worried about the price paid. Consumers want access to branded lamb products of supeor eating quatyad are wil gto pay pe us for such products, similar to the beef industry. For the lamb industry to achieve such branded products, a number of factors need to be addressed: • genetics • management • in-plant grading systems • quality-based payments for producers. Rozzie O’Reilly E: breeding@lambpro.com.au 38