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oz meat exports top 9 billion

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    Aust red meat market tops $9 billion/year
    19 February 2008

    Demand for red meat in Australia strengthened further in 2007, with MLA’s preliminary estimates of consumer expenditure rising to a record $9 billion, up by $366 million on that of the previous year.

    Lamb was the big mover, up by $187 million, while beef grew by $122 million.

    The positive influences in the market were the effectiveness of recent marketing campaigns, a strong economy, easing retail prices (especially relative to those of pork and poultry) and better quality product.

    Challenges included competition from cheaper meats at retail and the prolonged drought.

    Despite those challenges, the domestic market continues to be the largest and most stable market for Australia’s red meat, with red meat usage (beef and veal, lamb and mutton) in Australia at 1.1 million tonnes cwt in 2007, up 6pc on that of 2006.

    One of the key factors behind a 10pc growth in expenditure on lamb (to $2.1 billion) was the successful Sam Kekovich Australia Day marketing campaign, as well as the ‘Falling in Lamb’ spring campaign.

    Other factors included improved quality and image of lamb, plus record production.

    Lamb volumes increased by 11pc in 2007, with retail prices down by 1pc.

    Demand for beef and veal exhibited a mixed trend in 2007, with retail demand softening slightly from the highs of the last two years, but foodservice usage was stronger.

    Expenditure on beef increased 2pc to $6.6 billion, with volumes up 3.1pc and retail prices down 1.2pc. Beef’s image also continues to be supported by the ‘Red Meat. Feel Good.’ nutritional campaign, the ‘Kids love Beef’ campaign and the CSIRO Total Wellbeing Diet.

    SOURCE: Livestock markets information from Meat and Livestock Australia updated daily on FarmOnline.
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