THEY are the beef patties that are simply Aussie down to the ground.
Supermarket giant Woolworths has been selling specially formed, novelty 'Aussie Beef' patties in the shape of Australia, proving a hit with revellers around barbecues celebrating the national day.
While Meat & Livestock Australia's self-proclaimed 'Lambassador' Sam Kekovich is never one to mince words about the merits of lamb on Australia Day - arguing that to eat anything else is 'unAustralian' - the facts suggest that when it comes time for Australians to party, beef remains their protein of choice.
Statistics provided by MLA indicate that Australians consume about 22 million serves of lamb a week during the Australia Day period. Beef and veal consumption is more than double that amount at 48 million serves. For other fresh meats its 35 million serves for chicken and 14 million for pork.
In terms of value share, lamb is more stable throughout the year than it used to be, with less peaks and troughs.
However, its share now rises in the Australia Day period to hit 16 percent of the total market, equal with its share of market in spring. It averages 14pc at other times of the year.
In contrast, beef and veal's market share increases to 45pc around Australia Day, with chicken rising to 29pc and pork 11pc.
With Woolworths in full drive to promote its MSA-graded beef range and competitor Coles persisting in the heavy point of sale branding of its hormone-free beef, 2012 will again see the two supermarket heavyweights use beef and other fresh produce to spearhead their marketing.
The trend will follow the strategies that were implemented last year, which combined to create a unique environment for the Australian beef market, marked by sluggish retail demand - particularly in the second half of the year - tighter cattle supplies and stronger beef price competition between the two largest supermarket chains.
As this week's 2012 Australian cattle industry projections from MLA point out, the well-publicised beef price competition between the two major supermarkets throughout 2011 had several impacts, but mostly on the average retail prices of beef in the Australian market.
According to figures collected and released by the Australian Bureau of Statistics, average retail beef prices for January to September declined 4pc year-on-year, to average A$15.51kg/head (national average beef price taken over a series of cuts, capital cities and outlets).
For the September quarter 2011, at A$15.40/kg, retail beef prices were the cheapest since December 2007, and had declined for the previous five consecutive quarters.
Beef's price competitiveness improved against the other major protein options in the Australian market - namely chicken, but also lamb and pork.
While retail beef prices for January to September averaged 4pc lower year-on-year, chicken (A$4.12/kg) prices increased 2pc, while lamb (A$15.91/kg) jumped 10pc and pork (A$13.13kg) contracted 2pc.
While retail beef prices finished 2011 at their lowest level in almost four years, and actually increased in price competitiveness against lamb, pork and chicken, there was no demand response from Australian consumers - suggesting a significant demand decline, as consumers tightened spending across almost every sector of the economy.
MLA chief economist Tim McRae said one of the flow-on effects of consumer frugality may see a shift towards cheaper meat items, especially chicken.
"Beef remains expensive against chicken and pork, and as such, demand suffers as price becomes more important in purchasing decisions," he said.
"Reinforcing this are the results from the latest Penfold Food Tracking Survey, which showed a significant increase in poultry purchases in 2011 at foodservice - by 6pc between May and November 2012.
"For 2012, beef utilisation is forecast to increase 1.7pc, to 740,000 tonnes shipped weight, with some improvement in economic conditions and consumer sentiment assisting demand - implying a roughly stable per person consumption of 32kg per head.
"The volume of beef available for utilisation on the Australian market is forecast to remain constrained, with export markets expected to take 76pc of the 2.3pc increase in beef and veal production."
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