Beef and lamb sales soar in Australia: MLA rides wave with new ad campaign
Frozen Bone-In Beef
Innovation & Technology
Market & Price Trends
Published Dec 1, 2023
Retail prices for beef and lamb have fallen, resulting in increased consumption and sales. Meat & Livestock Australia is launching a campaign promoting beef and lamb as affordable and delicious options due to the declining prices. The surge in sales is expected to continue, and the increase in volume is generating more overall value for the industry.
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Falls in retail prices of beef and lamb are leading to soaring consumption and with strong supply coming down the pipeline for the next three years, Meat & Livestock Australia is looking to ride the wave for all it's worth. The levy-payer funded organisation charged with marketing for the red meat industry has launched a new campaign pairing up beef and lamb as iconic, affordable and delicious. Since mid-September, the retail price for lamb has fallen 13.6 per cent and for beef 6.4pc, which has led to a surge in sales. Lamb is up more than 17pc and beef 7.7pc, according to data from NielsonIQ Homescan. MLA's domestic marketing manager Graeme Yardy said that trend was expected to continue through until Christmas. The ad features big personalities - iconic 'lambassador' and ex-AFL star Sam Kekovich and ex-Brisbane Broncos NRL player Sam Thaiday. One Sam is for lamb, the other for beef but they realise it's worth it to put their differences in both football codes and red meat choice ...