A feasibility study into opportunities to encourage goat meat consumption in Australia has identified that value-adding could create more demand and potentially generate $13million for the industry annually.
Commissioned by Meat & Livestock Australia, the study is now seeking co-funding partners within the industry to act on MLA findings.
The study looked at new usages, occasions and opportunity spaces for goat meat to inform potential strategies for putting goat meat on the map with Australian consumers.
Several value-add opportunities are presented in the study’s final report, with insights around defined consumer segments and key occasions.
MLA goat industry project manager Julie Petty said while Australia was one of the leading exporters of goat meat in the world, goat meat was not widely consumed domestically, except by diners at restaurants, and among some ethnic consumers remaining true to their cultural heritage.
‘‘In 2016, Australia’s goat producers exported 30680 tonnes of goat meat, representing 88 per cent of total goat meat production,’’ Ms Petty said.
‘‘While the goat meat export market is lucrative for producers, a healthy level of domestic demand would provide a degree of insurance against any export downturn.
‘‘More importantly, domestic demand would also enhance the industry’s reputation, encouraging more producers and supply chain players to participate in goat meat production.’’
Ms Petty said there was the potential to lift the profile of goat meat among Australian consumers to the same level as other secondary animal proteins such as salmon, tuna, mussels, duck, kangaroo, turkey and venison.
■The full project report can be viewed at: www.mla.com.au/research-and-development/search-rd-reports/final-report-details/Productivity-On-Farm/VRMH0065-Value-adding-goatmeat-for-Australian-consumers/3693
■A short webinar talking through the project results can be viewed at: www.mla.com.au/extension-training-and-tools/going-into-goats/goatmeat-webinars
■For further information and to discuss goat meat project ideas, email Julie Petty at firstname.lastname@example.org or phone 0411 680 516.