MORE Australian goat meat on supermarket shelves and dinner tables is the aim of a marketing campaign by Meat & Livestock Australia in partnership with Drakes Supermarkets.

MLA said the campaign will showcase the versatility of Australian goat meat to shoppers across South Australia and Queensland, encouraging existing consumers to purchase more frequently while introducing the protein to new audiences.

The “Looks good. Tastes GOAT” campaign will bring goat meat to life through in-store promotions, catalogue advertising, on-pack stickers, digital content and recipes designed to inspire shoppers to cook the meat at home, MLA said. The campaign has been timed to coincide with Diwali, an annual multi-day festival celebrated by Hindus, Sikhs, Jains, and some Buddhists.

MLA said the campaign comes as Australia’s goat industry continues to expand, with a record 4.05 million goats processed in 2025, an increase of 18 percent on the previous year.

Despite strong international demand, domestic consumption remains relatively limited, with about 15pc of Australian goat meat production estimated to be utilised domestically, highlighting an opportunity to grow the local market, MLA said.

MLA chief marketing and communications officer Nathan Low said the campaign represented an important step in building consumer awareness and creating new demand opportunities for Australian goat producers.

“Australia has a thriving goat industry with strong demand from international markets, but there is an opportunity to encourage more Australians to discover and enjoy goat meat,” he said.

“Goat meat is already an important part of many Australian households and cultural celebrations, and this campaign is about building on that existing demand while inspiring new consumers to give it a go.

“By partnering with a major retailer like Drakes, we’re making goat meat more visible and providing shoppers with the inspiration and confidence to prepare it at home.”

Mr Low said making goat meat easier to find, purchase and prepare is an important part of encouraging trial and ultimately building more consistent domestic demand.

The campaign will feature two cuts of goat meat; goat leg for roasting and bone-in goat pieces suited to curries and slow-cooked dishes.

Shoppers will also have access to recipes showcasing traditional and contemporary cooking styles, including Goat Jungle Curry and Mughai-style Whole Roasted Goat Leg.

According to Drakes Supermarkets’ national meat buyer, Jason Smith, inspiring shoppers with interesting dinner choices helps boost consumer demand.

“We’re proud to highlight Australian goat legs and bone-in cubed products that meet growing consumer demand, celebrates the diverse communities we serve, and supports the growth of the Australian goat industry through greater consumer choice.”

Source – MLA.