MLA general manager of research, development and adoption Sarah Strachan. Source – LambEx.

HOW the world loves Australia’s lamb varies between nations and even neighbourhoods; in different countries and suburbs, not everyone lambs the same.

A meat industry expert addressing last week’s LambEx conference explained the differing lamb-buying priorities of Australia’s major export markets, while a retail butcher explained varying buying patterns between two adjoining suburbs.

MLA general manager of research, development and adoption Sarah Strachan reported that Americans list their preferences for lamb meat that is natural, grass-fed and containing no hormones or antibiotics.

China, as a result of increasing cost pressures, is seeing more in-home cooking. However, when there is a decision to eat out – premium meats are expected.

Koreans stipulate that nutrition is their most-favoured quality while, for Saudi diners, it is freshness.

While Australia led the world in quality and measurement systems she warned “other countries are catching up in this space.”

Latest MLA tracking has revealed an increase in the number of red meat eaters in Australia, the first increase in 15 years. Anti-meat messaging is missing the target as consumers grow increasingly nutrition-focussed, she said. Cost was the overwhelming reason offered by lamb meat avoiders, she added.

MLAMLA general manager of research, development and adoption Sarah Strachan presenting at LambEx.

Butcher are “the ears of the industry”

Butcher Tom Bouchier presents at LambEx.

Meanwhile, a man at the shopfront of retail lamb sales – literally – is master butcher Tom Bouchier, another LambEx speaker. He noted differences in lamb-buying behaviour, even between two adjoining Melbourne suburbs.

The Bouchier family has been servicing high-end customers in the upper-class suburb of Toorak since 1983.

“Now we have generational customer base, now we’re seeing a lot of kids and grandkids come through.

“The customers there are unbelievably loyal to our family and our brand,” Mr Bouchier said.

“They value service and quality, which really aligns well with us and helps us stay accountable because they’ll certainly let you know if they’re not happy with something.

About eight years ago the family had the opportunity to open a store in a shopping centre in nearby Malvern, another leafy eastern suburbs enclave.

“Slightly different sort of customers.

“There’s a lot of younger families and a lot of prams and a different type of offering,” he said.

“They’re looking for more child-friendly options like quick and easy dinners and we sell a lot of our ready-made meals and pies from the kitchen.

“It was really interesting in our first week there we saw a new style of customer we hadn’t really experienced in the strip shop; someone who comes straight out of the supermarket with the headphones on, they head over to our pre-pack and just get all the stuff they need,” he said.

“They’re not necessarily looking for a chat, just so long as everything is one the label, dates, nutritional information, prices, that sort of thing.

“Even just 5km up the road, customer behaviour changes so dramatically,” he said.

“Someone in South Australia or northern Queensland, they might be getting something completely different.”

Another major influence is age. One of the most common questions Tom gets is ‘will the kids eat it?’

“That’s a huge one for us.” he said.

“Obviously kids rule the roost in most modern households nowadays.

“With families doing it so tough at the moment, the thought of the kids pushing around a piece of meat because it’s got a bit of parsley on it or grain-fed – with the price of everything, it’d bring a tear to a glass eye.”

Mr Bouchier noted that things have started to change over the counter.

“These days, customers are more aware.

“We’re getting more and more interest in provenance, animal welfare, on-farm practices and the nutritional benefits,” he said.

“I had a customer ask one of our young girls what mulesing was and you should have seen the look on her face when I had to explain that to her.

“Consumer education is a lot higher than I’ve ever seen in my 20 years working in butcher shops,” Mr Bouchier said.

“I think customers are buying a lot less but they’re expecting more.

“They want better quality, more advice and more convenience and just an overall better experience,” he said.

“I think the conversations we’re having now in the shops are a bit of a preview to what the wider industry will be talking about in a few years’ time.”

Mr Bourchier said the butcher “in many ways is the ears of the industry.”

“Every time a customer comes into the store and tell me that’s the best leg of lamb they’ve ever had or that lamb was a bit tough, we’re getting market research.

“It doesn’t cost millions; just costs us listening,” he said.

“So while we’re at the end of the supply chain, it’s also the beginning of the next conversation.

One of the most commonly asked questions is ‘how should I cook it?’, he said.

“Customers aren’t necessarily lacking confidence, but they’re looking for reassurance.

“Great meat alone isn’t always enough,” he said.

“It’s education and knowledge that’s part of the selling.

“Customers consider price points on products,” Mr Bouchier said.

“We get questions from the customer wanting to understand the value, not just the price.

“If they know why one product costs more, they’re happy to spend the money.”

Mr Bouchier said he is often asked for his purchase suggestions.

“It shows that customers still prefer to ask the butcher rather than go onto Google and AI.

“The butcher is still seen as the expert, and that comes with a responsibility to recommend cuts honestly and passionately.”