Global champions: Lambassadors elevate the story of Australian lamb

MLA’s annual Lambassador delegation has recently returned to Australian shores, bringing together international food professionals who are passionate about sharing the story of Australian lamb.

Known as ‘Lambassadors’, they volunteer their time and resources to showcase Australia’s lamb in their home countries, encouraging others to consume the product through creating dishes that highlight its unique qualities.

Learning from the experts

This November, 15 Lambassadors from 12 different countries gathered in Victoria to immerse themselves in the Australian farm-to-fork journey of its globally recognised lamb.

Warm welcomes were offered by local producers as the Lambassadors kicked off the delegation with tours of the De Pury family’s ‘Yeringberg’ property and the Jackson family’s ‘Smith & Jackson Beef’ enterprise.

Highlighting the Australian producer focus on genetics, animal welfare and sustainable grazing, and providing an opportunity to observe how things were done on-farm, the Lambassadors were able to gain some insights into the hard work that contributes to great-tasting red meat.

MLA’s International Market Group Manager Josh Anderson, who played a key role in organising the event, said the producer visits highlighted a connection between those who grow the meat and those who consume it.

“Our Lambassadors share the same commitment to quality and excellence that our producers uphold,” he said.

“They’re telling the story of Australian lamb not just as chefs but as passionate advocates for our industry’s sustainability and quality.”

During the on-farm tours, the Lambassadors also had the opportunity to enjoy an outdoor cooking session led by MLA’s Corporate Chef Sam Burke who noted the exceptional dedication and professionalism the Lambassadors brought to their role.

The Lambassadors participated in a variety of activities across their visit.

Working in partnership with the Victorian Government

In partnership with the Victorian Government, the delegation also featured a showcase event hosted by MLA.

The event provided guests with a unique glimpse into the Lambassador journey and their culinary skills, showcasing how the Lambassadors captivate and influence their network in home countries towards Australian lamb.

Through innovative team-crafted dishes inspired by their local cuisines and flavours, the Lambassadors created unique Aussie lamb masterpieces to share with guests.

Alan Beckett, MLA’s Chair at the time, attended the event and said the lamb dishes prepared by the Lambassadors were impressive.

 “The week was a great opportunity for our Lambassadors to see not only our world-leading production and the care that producers take from soils to pastures to quality product first hand, but to show us how they are consuming and promoting our product back home.”

Using their newfound insights

As they return to their home countries, the Lambassadors bring new knowledge to their culinary creations, introducing diners to the flavours and traditions of Australian lamb. 

UK Lambassador Francisco Martinez, Executive Chef at Fazenda, is one of the Lambassadors and said he is proud to be associated with the Australian red meat industry.

“Our company is proud to promote Australian red meat on menus and work closely with its producers,” he said.

“Australian lamb is considered to be very special and fits the palate of many of our customers across different regions, including the Middle East, United States and Europe.”

“The quality and consistency of Australian lamb is highly valued, and it has been a long-time favourite among diners.’’

The Lambassador program is just one part of MLA’s marketing initiatives, but their commitment and enthusiasm is invaluable, ensuring that Australian lamb continues to be a trusted, preferred choice worldwide.