AGFORCE'S Richard Pietsch has given a big "thumbs up" to this year's Meat and Livestock Australia (MLA) Sam Kekovich Australia Day lamb campaign, but says the lamb industry still has a way to go before hitting the highs of 2011.
The AgForce Sheep and Wool president says while it is certain the Kekovich campaigns have given lambs sales a incredible boost over the past eight years, consumption was down in 2011 compared to previous years.
"MLA reported that for 2011, tighter supplies and a 9 per cent jump in retail prices during 2010-11 had quelled consumer demand which had risen steadily for the previous 10 years," Mr Pietsch said.
Australia's weekly servings of fresh meat during 2010-11 increased 3pc compared with the previous year, to average 135.5 million serves.
Lamb was served 22.55m times in January and February 2011, up from 21.86m serves on the same period the previous year.
In 2010-11, lamb represented 16pc share of total fresh meat sales at retail outlets. Beef purchases were steady, on average accounting for 38pc of total sales.
Pork and chicken purchases edged up over the 12 months to June 2011, to 13pc and 29pc, respectively.
Mr Pietsch says this year's summer barbecue-themed Sam Kekovich Australia Day lamb campaign, based on the pop song Barbie Girl from the 1990s band Aqua, was likely to be effective, but may not be everyone's cup of tea.
"I'm not sure that this year's campaign appeals to me, but when we are selling lamb to consumers, Sam's ads in the lead-up to Australia Day have a significant effect," Mr Pietsch said.
"The real test of the campaign is increasing lamb sales and ensuring the profitability of the entire industry."
Lamb producers have enjoyed strong prices through 2011.
AgForce Sheep and Wool policy director Rachael Pratt said this year's Sam Kekovich ads had certainly drawn a mixed reaction from Queensland lamb producers.
"Some producers certainly don't like it," Ms Pratt said.
"But I think the key message to eat lamb on Australia day is very strong and the advertising remains very effective at promoting lamb to urban consumers."
Ms Pratt said the key issue facing the growth of Queensland lamb industry was managing wild dogs in traditional sheep areas.
The Australia Day ad campaign has also gained the support of butchers.
Stephen Petrovich, who runs up-market retail outlet The Meat-ing Place in the Brisbane inner-city suburb of Paddington, said lamb sales increased as a result of the Sam Kekovich campaign in the run-up to Australia Day.
"Last year we got absolutely smashed for lamb before Australia Day in all cuts and sold out," Mr Petrovich said.
"The advertising campaign contributes to that."
Lamb sold at The Meat-ing Place is sourced from Pat's Organics at Blythe Downs, Roma, a certified organic producer supplying specialist butchers and retailers since 1992.
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