A tasting trip creates value only when lamb quality becomes repeatable

Tastings and influencer visits do not replace product quality, but they can make quality understandable where menu and buying decisions are made. On 13 October, Meat & Livestock Australia announced that 23 international chefs, restaurateurs, butchers and other food professionals will travel through Western Australia and Victoria as part of its Lambassador programme. It is the initiative’s largest delegation so far promoting Australian lamb.