THE Japanese have long been wild about their beef but a subtle marketing strategy is helping grow their appetite for prime Aussie lamb.
Meat and Livestock Australia has recruited a team of influential Japanese “lambassadors” to spruik the deliciousness of tender, pink Aussie lamb cutlets and rump steaks.
Since 2014 fifteen Japanese chefs have been hand-selected by MLA to “passionately promote” our lamb. In that time two groups of “lambassadors” have traveled to Australia to learn about our production processes; taste our top chef’s creations; and brainstorm their own lamb recipes for distribution in Japan.
“One of our lambassadors has actually gone on to establish his own sheepmeat eating club. He now has 1000 members who are really passionate about lamb,” said MLA’s Japan regional manager Andrew Cox.
Mr Cox said the Japanese’ experience of sheepmeat had been based on mutton shoulder and due to its strong aroma its appeal hadn’t been universal.
For decades marinated and barbecued mutton has been enjoyed by the inhabitants of the freezing-cold northern island of Hokkaido. But due to population decline this market for mutton is waning.
“The slack is being picked up as we’re seeing increasing demand in high end markets in Tokyo,” Mr Cox said.
Overall, though, export tonnages from Australia were flat.
“Japan is a pretty stable market for lamb at around 10,000 tonnes a year. We also export another 5000t of mutton to them,” he said.
The mutton shoulder used by the people of Hokkaido was typically exported frozen while Tokyo was taking an increasing amount of high end chilled cuts.
“In Tokyo they prefer loin cuts and racks of lamb.”
He said Japanese supermarkets would typically offer premium sweet cuts presented as grill options.
“There is no doubt lamb is now penetrating the retail scene. We’re seeing also lamb on more restaurant menus.”
In the past, a large portion of Japanese had shied away from lamb because of their experience with the Ghengis Kahn dish.
“Mutton shoulder is definitely not for everyone.
“But when a sophisticated Tokyoite tries a really delicate, succulent Australian lamb cutlet any notions that it’s too smelly goes out the window.”
For years Australian lamb has sustained a 70 per cent market share in Japan, with New Zealand supplying the other 30pc.
“Because lamb is such a niche item in Japan, for me it’s less about our market share and more about getting lamb on menus and in retail outlets so we can get demand going more generally.”