Branding system flexibility to aid lamb marketing

10/11/03
A more flexible system of carcase branding will improve the presentation of specialist Western Australian lamb products to consumers.
State Agriculture Minister Kim Chance has approved an amendment to the WA Meat Industry Authority regulations in response to a request by producers and the meat industry.

The change will allow particular types of lamb carcases to be branded with less ink in a manner more acceptable to the consumer, while maintaining the system of product integrity.
"Previously all lamb carcases had to be identified with a continuous roller/strip brand across the legs, loins and shoulders," Mr Chance said.
"But branding of lightweight lamb carcases under 10 kilograms using the prescribed method was unappealing to consumers due to the amount and location of branding ink.
"Consumer reaction was disrupting further market development for this specialised product.
"The amendment will give the WA Meat Industry Authority discretion to trial and implement other techniques such as smaller stamps and thinner strip brands with less ink, while maintaining control over product integrity."
Mr Chance said WA was recognised nationally as having a high level of integrity in lamb branding and that position would not change.
The alternate branding system is a further step in the progression of paddock-to-plate quality assurance in the lamb industry, which is working towards providing a quality assured product with traceback capability," he said.
The system will be tested on small lambs from Eagle Hill Organic Farm in conjunction with Mondo Meats.
Producers, processors and retailers interested in the new branding system should contact Dave Saunders of the WA Meat Industry Authority on 9274 7533 for further information.
Minister's office: 9213 6700