MOTIVATED by positive feedback from processors, retailers and consumers and the carcase competition wins the Dorper breed has accumulated in recent years, the breed’s leaders are moving to promote a high-quality prime lamb product into the market via a new brand.
A five-year plan to build the Prime Dorper Lamb brand has been launched, underpinned by best management practices, the use of quality genetics and strategic marketing.
The aim is to broaden the Dorper’s influence within the sheep industry, according to the 700-member Dorper Sheep Society of Australia (DSSA).
It’s the logical next step for Dorpers which, in less than 20 years, have established in Australia a growing reputation as an easy-care, adaptable, fertile and hardy sheep breed, said DSSA president David Curtis, Bellevue Dorpers, Millmerran, Queensland.
The International Dorper breed standard of excellence ensured stud animals were classed for confirmation and growth and increasingly stud breeders were adopting Australian Sheep Breeding Values to further develop their seed stock, according to Mr Curtis.
“We now recognise we have to focus on promoting quality Dorper prime lamb into the market,” he said.
“Prime Dorper lamb is consistently winning carcass competitions, including the two major competitions in Queensland, the Warwick hoof and hook competition and the Brisbane Ekka.
“Carcase quality and yield are major factors in our success.
“Add to that the fact the taste and eating quality of the lamb, along with the flavour of intramuscular fat and a large eye muscle, has consumers seeking out the product and the platform for a very successful prime lamb brand is clearly there.”
Mr Curtis said development of the brand was instigated by consumers looking for a way to recognise prime Dorper lamb in the marketplace.
He said maintaining an open dialogue between all segments of the Prime Dorper Lamb supply chain would benefit the breed long-term and ensure ongoing customer feedback to the producer.
The backbone of Prime Dorper Lamb will be best management practice at all levels of the supply chain and to that end, the first step
had been facilitating Meat Standards Australia (MSA) accreditation across commercial production of Prime Dorper Lamb.
One-day workshops were held last year, and have again been scheduled for April and May this year.
Two will be held in each production region – Queensland, NSW, Victoria, South Australia and Western Australia.
The workshops cover ram selection for prime lamb carcass quality, parasite management, animal welfare and health, nutrition, record keeping, processor requirements, marketing opportunities and traceability.
Mr Curtis said producers would have the opportunity to hear about MSA accreditation direct from Meat and Livestock Australia livestock supply chain co-ordinator Terry Farrell.
“This will provide insight into the role they play in the supply chain and the requirement of producing a quality eating experience for the consumer,” he said.
“Understanding processing and how to deliver quality finished lambs that are not stressed is critical.
“Learning management tools to ensure a quality finish to the lambs in weather conditions that are not ideal will also be very important.”
The next step will be to work with processors to develop the brand and supply criteria.
“We’ve recognised a need to actively support customers who purchase and process Prime Dorper Lamb,” Mr Curtis said.
The DSSA plans to provide a list of qualified Prime Dorper Lamb suppliers and a list of customers who purchase and process the product.
Producers who are MSA accredited can have their name and details included as suppliers of Prime Dorper Lamb from this year.
A logo has already been designed and work on promotional material to assist with marketing the brand is underway.
Shan Goodwin
Journalist for The Land on the North Coast.
Journalist for The Land on the North Coast.
