![Ready-to-eat roast lamb is not likely to fly off the shelves. Ready-to-eat roast lamb is not likely to fly off the shelves.](/images/transform/v1/crop/frm/silverstone-agfeed/2072830.jpg/r0_0_1024_683_w1200_h678_fmax.jpg)
WHILE trials of take-home hot roast lamb or beef at supermarkets last year returned good results, Meat and Livestock Australia (MLA) isn’t predicting the idea will fly off the shelves like the hot chook equivalent.
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At the MLA producer forum in Wagga Wagga last week, pre-cooked red meat cuts were discussed as a domestic market avenue worth further promotion.
Trials by Woolworths last year through its brand Emily’s Kitchen Ready Meals, returned good results.
“Grab and Go hot country roasts” were supplied by Creative Food Solutions, whose packaging for the item won the meat and smallgoods category of the Australian Food Magazine awards.
While the idea was a positive step forward, MLA regional manager Australia Lachlan Bowtell said there was limited opportunity.
“In general, it was a very positive move that Woolworths ran a trial with pre-cooked roast lamb, beef and pork in the deli counter next to hot chicken,” he said.
“Feedback has been positive, but those cuts will never be able to compete with chicken in that market, if only because of the price.”
Mr Bowtell said lamb and beef had many attributes chicken didn’t, and they were trying to communicate to the consumer that you could still cook a roast lamb in 30 minutes.
“It is challenging for supermarket chains to introduce another product into that pre-cooked area when it comes to logistics, as all the ovens and preparation methods are designed for chicken, and lamb and beef are not as forgiving when it comes to storing them hot,” he said.
“They are however widely available as a fully cooked product in the commercial catering sector.
“We don’t want to push the product into that purely commodity market – sure pre-cooked roasts might increase the volume, but it would minimise carcase value.”