Red meat capturing a slice of value-add market

Exploring value-add opportunities for Australian red meat in supermarkets beyond the fresh meat cabinet is delivering profitable new avenues for the industry.

Meat & Livestock Australia (MLA), through its CoMarketing Program and MLA Donor Company (MDC) High Value Food Frontiers Program, has helped companies seek out new usages and occasions for red meat and develop new product initiatives for supermarkets.

MLA Manager High Value Food Frontiers, Michael Lee, said there is scope for red meat to capture greater market share in the growing convenience segment, particularly supermarket delicatessens, which are dominated by pork and chicken value-added products.

“Australian beef has been taking a bite out of the lucrative barbecue chicken market since the launch of ‘grab-and-go’ traditional hot roast beef and corned beef products in Woolworths supermarkets in 2016,” Mr Lee said.

“This project was the result of a collaboration between MDC, Teys Australia and the Australian Meat Processor Corporation (AMPC). 

“The hot, ready-to-eat ‘Cedric Walter’ brand beef products have now been rolled out to 900 Woolworths stores nationally.

“Analysis of the Woolworths/Teys lines on the market has determined the annual use of 800 tonnes of lesser value outside flats lifts the value of 2.3 million head of cattle, delivering $5.5 million per year in new profit for the red meat industry, of which close to 20% is returned to producers and processor suppliers.