The Right Lamb Every Time Matt McDonagh Dave Pethick and Kelly Pearce Murdoch Uni & Sheep CRC

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1 AN INITIATIVE OF The Right Lamb Every Time Matt McDonagh Dave Pethick and Kelly Pearce Murdoch Uni & Sheep CRC EVENT PARTNERS: EVENT SUPPORTERS:

2 Summary Lamb markets and consumers Our future - Lean Meat Yield and Eating Quality = Consumers Optimising carcase compliance using MSA

3 World flocks in decline Australia New Zealand US Argentina million head 200 flock million head 80 flock million head 60 flock millon head 60 flock Source: ABS, USDA, FAO, Statistics NZ

4 Lamb production modest increase? 600 '000 tonnes cwt production carcase weight kg/head f 13f 15f 15 Source: ABS, MLA forecasts f = forecast Carcase weights firm = 21.6kg in 2011

5 Export demand holding 200 exports ('000 tonnes swt) exports % production % of production f 13f 15f Source: DAFF volumes, ABS values, MLA forecasts f = forecast % share of production

Lamb prices at record levels $120.00 340% increase in past 15 yrs 170% increase in past 3 yrs $111.89 6 $100.00 $96.39 5 $82.47 $80.00 $74.33 $73.96 4 $64.82 $69.62 $67.67 $65.90 $65.55 $/hd $60.

6 Lamb prices at record levels $ % increase in past 15 yrs 170% increase in past 3 yrs $ $ $ $82.47 $80.00 $74.33 $ $64.82 $69.62 $67.67 $65.90 $65.55 $/hd $ $/kg $40.00 $ $32.79 $29.88 $30.37 $24.10 $ $ /97 97/98 98/99 99/00 00/01 01/02 02/03 03/04 04/05 05/06 06/07 07/08 08/09 09/10 10/11 0 Ave $/lamb (Meat value only) Ave $/kg (meat value only)

7 Resilient domestic lamb consumption despite retail prices 300 '000 tonnes cwt consumption retail price A /kg retail weight f 13f 15f 0 Source: ABS, ABARE, MLA forecasts f = forecast

8 Current situation Supply will build steadily (seasons permitting) Domestic and export markets still firm A$ at record levels against US$ making things tough for export processors National sheep flock at 100-year low Unprecedented lamb prices

9 Now more than ever we must KEEP focusing on the consumer

10 Image Mums (families) Are good for a variety of dishes Is well liked in our household It's delicious to eat Easy to cook and prepare I trust the safety of this meat Is loved by Australians I'm proud to buy and serve this It's normally juicy and tender Is an essential part of a healthy diet Makes healthy meals Contains a wide range of vitamins and minerals Is consistently high quality It's expensive Has an irresistible aroma Encourages the warmth of sharing and togetherness I'm willing to pay a bit more for it Makes an everyday meal occasion a little special It's a children's favourite Good in a weight loss diet Beef Chicken Lamb Pork Fish % % % % % Apr - Jun 09, Base: (n=371)

11 Consumers Love the flavour of lamb Quality - tenderness/juiciness = beef Health/fatness score improved but still below beef 90% consumer trim salvage fat before or after cooking Still viewed as a little old fashioned They know its expensive!

12 Lamb lean is expensive $40/kg $60/kg

13 BUT!

14 can push $100 for lean! $37/kg (44% fat trim) $66.70/kg (36% bone) $106/kg for lean!!

15 Loin Chop s of the future Future Australian New Zealand Icelandic

16 What s needed? Deliver what the customer wants hit specifications Lean meat yield (weight, fat & muscle) Eating quality Sheep CRC Valuable source of nutrients for humans

17 Lean meat yield genetics Breeding values (ASBV s)

18 LMY Carcase comp results 1kg waste Ave 2% drop in LMY for every increase in FS

19 LMY Carcase comp results 1kg waste FQ hard to sell Ave 2% drop in LMY for every increase in FS

20 Weight BV (PWWT) Carcase Weight Merino Maternal Terminal 25 Hot Carcase Weight (kg) PWWT ASBV

21 Fat BV (PFAT) GR Tissue Depth GR Tissue Depth (mm) mm 2 1 LMY % PFAT Low PFAT High Hot Standard Carcass Weight (kg)

Muscle BV (PEMD) Eye of Shortloin weight 700 LMY % Eye of Shortloin Weight (g) 600 500

22 Muscle BV (PEMD) Eye of Shortloin weight 700 LMY % Eye of Shortloin Weight (g) g PEMD Low PEMD High Hot Standard Carcass Weight (kg)

23 Carcase plus GR Tissue Depth 30 LMY % GR Tissue Depth (mm) mm CarcPlus Low CarcPlus High Hot Standard Carcass Weight (kg)

24 Key terminal sire traits for LMY Growth (WWT, PWWT) Reduced fat depth (PFAT) Eye muscle depth (PEMD) Heritable Doing there job? Money for you plus supplychain

25 Strategic lamb production Decide on target market at ram selection Stores/light slaughter Domestic type weights Heavy weights Plan finishing phase before lambing Assess market options at lamb weaning Get processor/supplychain feedback!!!!!!

26 Eating quality - MSA

27 MSA lamb - current Consumer focused model to underpin the eating quality of lamb It is a simple in/out system with rules for Producers Processors Retailers

28 Requirements of an MSA producer Lambs on registered property for 14 days Fat score 2 Off shears 2 weeks Recommended growth rates 100 & 150 g/d for Xbred & Merino Processed within 48 hours of dispatch (includes MSA licensed saleyards) NVD with MSA registration number with the consignment

29 Who is involved? Goodchilds V&V Walsh Frewstal

30 Not enough registered producers!

31 The plan is to evolve an MSA Mark II Evolve a new MSA lamb model Incorporating new Sheep CRC genetic information Manage yield and eating quality

32 Eating quality There IS a ve association between yield and eating quality We must measure both so as can manage Bread and butter genetics of course (not a problem)

33 Eating quality traits Moderate to high heritability Tenderness (shear force) Intramuscular fat -ve association with Lean Meat Yield BUT still room to select for both

34 MSA Mark II Still not possible to grade every lamb carcase (i.e. to get a marble score) So the cheapest and simplest option is to use genetics to underpin the eating quality This could be used on a mob basis

35 MSA Mark II In other words future EQ claims will in part relate to the sires used

36 MSA Lamb mark II Grade cuts into: 2* - unsatisfactory 3* - Good every day 4* - Better than every day 5* - Premium

37 Willingness to pay data (Price relative to 3*, n = number consumers) n Ungrade 3* 4* 5* Mean 1,858 49% 100% 147% 200% Australian consumers - lamb

38 Image Mums (families) Are good for a variety of dishes Is well liked in our household It's delicious to eat Easy to cook and prepare I trust the safety of this meat Is loved by Australians I'm proud to buy and serve this It's normally juicy and tender Is an essential part of a healthy diet Makes healthy meals Contains a wide range of vitamins and minerals Is consistently high quality It's expensive Has an irresistible aroma Encourages the warmth of sharing and togetherness I'm willing to pay a bit more for it Makes an everyday meal occasion a little special It's a children's favourite Good in a weight loss diet Beef Chicken Lamb Pork Fish % % % % % Apr - Jun 09, Base: (n=371)

39 Sire variation consumer tenderness 60 Topside tenderness Loin tenderness Pannier, Pethick et al., EAAP, sires, 745 lambs, 2 cuts per lamb

40 Sire variation consumer tenderness 60 3* 2* Topside tenderness points points 4* Loin tenderness $30 5*

41 Sire variation consumer tenderness 60 $30 3* 2* Topside tenderness points points 4* Loin tenderness $30 5*

42 Sufficient to change rating 2* unsatisfactory 3* good every day 4* better than every day 5* premium $30 /kg lean $60 /kg lean $90 /kg lean $120 /kg lean Going up 1* rating in the topside and loin = $60 Its genetics and not stuffing it up

43 How to become MSA registered? Complete MSA producer registration form (in your packs) OR Register online with LPA Details (Free)

44 Further Information Tips and Tools MSA Sheepmeat Information provided in your registration bags

45 Take home messages Markets good, sheep supply still an issue Lamb needs to be fantastic at the current prices Lean meat yield genetics + weigh/fat score Focus on eating quality new genetics Become MSA accredited Get ready for MSA Mark II

46 Further information MMfS Module 3: Market Focused Lamb and Sheepmeat Production Sheep CRC website MLA Tip n Tools Sheep Genetics, MSA Workshops

GR depth increases IMF% Little benefit after 15mm (score 3) 5 4.

47 GR depth increases IMF% Little benefit after 15mm (score 3) Intramuscular fat (%) HGRFAT (mm) (Note: results shown for 22.5kg HSCW)

48 Important correlations - genetic LMY vs IMF: GR fat vs IMF: LMY vs tenderness IMF vs tenderness +0.71

49 Image - Mums Are good for a variety of dishes Beef Chicken Lamb Pork Fish % % % % % Is well liked in our household It's delicious to eat Easy to cook and prepare I trust the safety of this meat Is loved by Australians I'm proud to buy and serve this Lamb!! It's normally juicy and tender Is an essential part of a healthy diet Makes healthy meals Contains a wide range of vitamins and minerals Is consistently high quality It's expensive Has an irresistible aroma Encourages the warmth of sharing and togetherness I'm willing to pay a bit more for it Makes an everyday meal occasion a little special It's a children's favourite Good in a weight loss diet Apr - Jun 09, Base: (n=371)

Image - Mums Are good for a variety of dishes Beef Chicken Lamb Pork Fish % % % % % Is well liked in our household It's delicious to eat Easy to cook and prepare I trust the

wide range of vitamins and minerals Is consistently high quality It's expensive Has an irresistible aroma Encourages the warmth of sharing and togetherness I'm willing to pay a

50 Image - Mums Are good for a variety of dishes Beef Chicken Lamb Pork Fish % % % % % Is well liked in our household It's delicious to eat Easy to cook and prepare I trust the safety of this meat Is loved by Australians I'm proud to buy and serve this It's normally juicy and tender Is an essential part of a healthy diet Makes healthy meals Contains a wide range of vitamins and minerals Is consistently high quality It's expensive Has an irresistible aroma Encourages the warmth of sharing and togetherness I'm willing to pay a bit more for it Makes an everyday meal occasion a little special It's a children's favourite Good in a weight loss diet Apr - Jun 09, Base: (n=371) Domestic market very important

51 Image - Mums Are good for a variety of dishes Beef Chicken Lamb Pork Fish % % % % % Is well liked in our household It's delicious to eat Easy to cook and prepare I trust the safety of this meat Is loved by Australians I'm proud to buy and serve this It's normally juicy and tender Is an essential part of a healthy diet Makes healthy meals Contains a wide range of vitamins and minerals Is consistently high quality It's expensive Has an irresistible aroma Encourages the warmth of sharing and togetherness I'm willing to pay a bit more for it Makes an everyday meal occasion a little special It's a children's favourite Good in a weight loss diet Apr - Jun 09, Base: (n=371) Same as beef -39% in 1997

52 Image - Mums Are good for a variety of dishes Beef Chicken Lamb Pork Fish % % % % % Is well liked in our household It's delicious to eat Easy to cook and prepare I trust the safety of this meat Is loved by Australians I'm proud to buy and serve this It's normally juicy and tender Is an essential part of a healthy diet Makes healthy meals Contains a wide range of vitamins and minerals Is consistently high quality It's expensive Has an irresistible aroma Encourages the warmth of sharing and togetherness I'm willing to pay a bit more for it Makes an everyday meal occasion a little special It's a children's favourite Good in a weight loss diet Apr - Jun 09, Base: (n=371) Lower than beef? -23% in 1997

53 Image - Mums Are good for a variety of dishes Beef Chicken Lamb Pork Fish % % % % % Is well liked in our household It's delicious to eat Easy to cook and prepare I trust the safety of this meat Is loved by Australians I'm proud to buy and serve this It's normally juicy and tender Is an essential part of a healthy diet Makes healthy meals Contains a wide range of vitamins and minerals Is consistently high quality It's expensive Has an irresistible aroma Encourages the warmth of sharing and togetherness I'm willing to pay a bit more for it Makes an everyday meal occasion a little special It's a children's favourite They are not dumb Apr - Jun 09, Base: (n=371) Good in a weight loss diet

The Right Lamb - Every time

AN INITIATIVE OF The Right Lamb - Every time Janelle Hocking Edwards SARDI & Sheep CRC EVENT PARTNERS: EVENT SUPPORTERS: Summary Key drivers for lamb industry into future Our future drivers - Lean Meat