Goat meat reaches the basket through cuts, dishes and cooking confidence

Goat meat gains domestic market access when the cut and eating occasion become visible. Meat & Livestock Australia (MLA), together with retailer Drakes, has launched a campaign in South Australia and Queensland. Timed around Diwali, it combines in-store promotions, catalogue advertising, on-pack labels, digital content and recipes to bring the product closer both to households already familiar with it and to new buyers.

The approach does not present goat meat as an abstract category. It focuses on leg for roasting and bone-in pieces for curries and slow cooking. That choice matters: it turns a less familiar protein into specific decisions on purchase, preparation and culinary outcome. Linked recipes can reduce uncertainty over use, time and technique.

The starting point is a gap between production and the domestic market. MLA reports that Australia processed a record 4.05 million goats in 2025, up 18% on the previous year, while about 15% of production was used domestically. The remaining commercial challenge cannot be solved by image-building alone.