Lamb sliding onto US menus
For the first time Australian lamb burgers will be commercially produced and readily available for the foodservice industry in the US, thanks to a partnership between MLA and Superior Farms, North America's largest processor and marketer of lamb.
The new product was launched at the National Restaurant Association (NRA) Show 2012 in Chicago in May.
"We are excited about this partnership and the ability to offer Australian lamb burgers and sliders to our foodservice customers," said Tina Roberts, Assistant Vice President Marketing and Culinary Business Development for Superior Farms.
"These delicious burgers offer a bold taste along with convenience."
Offering a new twist to the classic American burger, typically beef, Australian lamb burgers and sliders will be an easy and convenient menu option and a great starting point for those who have never tried lamb.
"Today's foodie is interested in new items that will add variety to their Rolodex. This is an easy way for chefs to try lamb and introduce it to customers at their restaurants," Tina said.
According to MLA research, lamb regularly appears as an entrée option at successful restaurants and younger generations are interested in trying lamb as they seek unique and flavourful dishes.
Australian lamb burgers and sliders offer the perfect opportunity to drive this type of incremental traffic and sales, attracting a young crowd of food connoisseurs.
"Lamb is definitely not a top of mind protein in the US and sales took a big hit in 2011 when prices for all lamb products went through the roof. Chefs removed lamb from menus and were looking for alternatives," Stephen Edwards, MLA's Regional Manager – North America, said.
"Americans love their burgers and introducing them to lamb via such a familiar vehicle is a good way to get them to start thinking about lamb.
MLA has been pushing this concept for the last few years and we are seeing some traction now that the economy is picking up.
"Chefs are looking for new items to set themselves apart from their competitors. It is good to see a great company such as Superior Farms getting behind this and manufacturing Australian lamb burgers," Stephen said.
"MLA will assist in marketing the new product through the ICA (Industry Collaborative Agreement) program."
The ICA program sees producer levies matched with private investment on marketing activities with broad industry benefit.
Source: Meat & Livestock Australia, 13 July 2012
