AUSTRALIAN lamb is now being sold alongside anti-wrinkle creams and handbags on a Korean home shopping channel.
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It's no secret home shopping channels thrive on impulse purchasing and this was proven in Korea recently when 1.5 tonnes of Australian lamb was sold in less than 35 minutes.
Meat and Livestock Australia (MLA) partnered with the NS Home Shopping Company to sell Australian lamb packs, the television advertising promotion was the first ever lamb promotion in Korea's home shopping sector.
The Australian lamb packs advertised were made up of four kilogram (10 x 400g packs) bone-in shoulder cuts, priced at $73, accompanied by specially developed Korean-style cooking sauces.
The advertising was billed as a success by MLA, with 628 lamb packs (about 1.5t) sold in just over half an hour, valued at $A46,200.
The home shopping promotion was prompted by the rise in Australian lamb exports to Korea; in 2013 sales reached 3175 tonnes swt (up six percent on 2012) and an increase of lamb restaurant in the country.
MLA Korea regional manager, Michael Finucan, said the promotion was a way of creating further business opportunities for Australian lamb, broadening the boundaries of the premium product, and increasing awareness of lamb in the Korean market.
MLA provided footage of Australian lambs in their natural environment for the television segment, and interview with Mr Finucan, who spoke about the eating qualities of Australian lamb.
Korean celebrity chef, Shin Hyo Sub, was also featured.
Mr Finucan said despite the promotion's success, there was still a lot work to do to lift lamb's image.
"The Koreans perceive lamb as having a strong smell and taste, but we'll continue to work with local operators to promote lamb," he said.