澳大利亚肉类与畜牧业协会（MLA）联合Drakes超市推出一项全新本土营销活动，旨在让更多澳洲山羊肉登上超市货架、端上百姓餐桌。

本次活动选在排灯节期间开展，向南澳州和昆士兰州消费者展示澳洲山羊肉多样的烹饪方式，引导现有消费群体提高购买频次，同时向新消费人群推广这款肉类。

本次活动主题为“颜值出众，风味绝佳”，通过店内促销、商品册广告、包装贴纸、线上内容以及食谱推广，吸引消费者在家烹制山羊肉。

当前澳洲山羊产业持续扩张，2025年山羊屠宰量达405万头，创下历史新高，同比上涨18%。

尽管海外市场需求旺盛，但本土消费规模仍然偏小，澳洲山羊肉产量仅约15%供应国内市场，本土市场具备较大增长空间。

澳大利亚肉类与畜牧业协会市场与传播总监内森·洛表示，本次活动是提升消费者认知、为澳洲山羊养殖户挖掘新增需求的重要举措。

“澳洲山羊产业发展势头良好，海外订单充足，但我们仍有机会让更多澳大利亚人认识并喜爱山羊肉。”内森·洛说道。

“山羊肉早已是不少澳洲家庭以及各类节庆宴席上的重要食材。本次活动一方面巩固现有需求，另一方面吸引新消费者尝试。”

“携手Drakes这类大型零售商，能够提升山羊肉的曝光度，给到消费者充足参考，让大家愿意在家动手烹制。”

“让山羊肉更容易买到、更好上手烹饪，是拉动初次尝试、培育稳定本土消费需求的关键。”

活动主推两款山羊肉产品：适合烤制的山羊腿，以及适合咖喱、慢炖菜肴的带骨山羊肉块。

配套食谱涵盖传统与新式做法，包括丛林山羊咖喱、莫卧儿风味整烤山羊腿。

Drakes超市全国肉类采购负责人杰森·史密斯称，为消费者提供新颖的晚餐选择有助于拉动需求。

“Drakes超市一直致力于为顾客带来丰富诱人的食材选择。”杰森·史密斯表示。

“我们很高兴推出澳洲山羊腿和带骨山羊肉块产品，顺应不断增长的消费需求，回馈多元客群，同时借助丰富的消费选择，助力澳洲山羊产业发展。”

消息来源：MLA

Meat & Livestock Australia (MLA) has launched a new domestic marketing campaign in partnership with Drakes Supermarkets, aimed at getting more Australian goatmeat onto supermarket shelves and dinner tables.

Timed to coincide with Diwali, the campaign will showcase the versatility of Australian goatmeat to shoppers across South Australia and Queensland, encouraging existing consumers to purchase more frequently while introducing the protein to new audiences.

The “Looks good. Tastes GOAT” campaign will bring goatmeat to life through in-store promotions, catalogue advertising, on-pack stickers, digital content and recipes designed to inspire shoppers to cook goatmeat at home.

The campaign comes as Australia's goat industry continues to expand, with a record 4.05 million goats processed in 2025, an increase of 18% on the previous year.

Despite strong international demand, domestic consumption remains relatively limited, with approximately 15% of Australian goatmeat production estimated to be utilised domestically, highlighting an opportunity to grow the local market.

MLA Chief Marketing and Communications Officer Nathan Low said the campaign represented an important step in building consumer awareness and creating new demand opportunities for Australian goat producers.

“Australia has a thriving goat industry with strong demand from international markets, but there is an opportunity to encourage more Australians to discover and enjoy goatmeat,” Mr Low said.

“Goatmeat is already an important part of many Australian households and cultural celebrations, and this campaign is about building on that existing demand while inspiring new consumers to give it a go.

“By partnering with a major retailer like Drakes, we're making goatmeat more visible and providing shoppers with the inspiration and confidence to prepare it at home.

“Making goatmeat easier to find, purchase and prepare is an important part of encouraging trial and ultimately building more consistent domestic demand.”

The campaign will feature two cuts of goatmeat, including goat leg for roasting and bone-in goat pieces suited to curries and slow-cooked dishes.

Shoppers will also have access to recipes showcasing traditional and contemporary cooking styles, including Goat Jungle Curry and Mughai-style Whole Roasted Goat Leg.

According to Drakes Supermarkets’ National Meat Buyer, Jason Smith, inspiring shoppers with interesting dinner choices helps boost consumer demand.

“At Drakes Supermarkets, we're always looking to inspire our customers with exciting choices ,” Mr Smith said.

“We're proud to highlight Australian goat legs and bone-in cubed products that meet growing consumer demand, celebrates the diverse communities we serve, and supports the growth of the Australian goat industry through greater consumer choice.”

Source：MLA