Sixteen renowned chefs from across the globe recently completed Meat & Livestock Australia’s (MLA) annual Lambassador delegation in Victoria, marking the program’s 10th anniversary of connecting international culinary professionals with Australian lamb producers.
The May 6-11 program brought together leading foodservice professionals from Greater China, the United States, Malaysia, the United Arab Emirates, Japan, Canada, Indonesia, Vietnam, the United Kingdom and Korea for an immersive farm-to-fork experience designed to deepen their understanding of Australian lamb’s quality and versatility.
The week-long program provided participants with comprehensive exposure to Australia’s lamb supply chain, beginning with on-farm visits that demonstrated how local producers’ expertise contributes to the superior quality of red meat. Chefs then toured processing facilities to witness Australia’s commitment to traceability and food safety protocols—critical factors for international foodservice buyers.
Central to the experience were world-class menu demonstrations showcasing the adaptability of Australian lamb across diverse culinary applications and dining settings. The program also featured a self-cook dinner where Lambassadors demonstrated their culinary skills, creating unique dishes that showcased creative uses of lamb.
A standout element was the visit to William Angliss Institute, Australia’s premier specialist centre for food, tourism, hospitality and events education. With more than 85 years of experience training professionals in the meat industry, the Institute plays a crucial role in developing skills that support the advancement of Australia’s red meat sector.
During the Institute visit, Lambassadors conducted educational sessions with students, exploring how Australian lamb is utilised globally and examining international flavour influences from Middle Eastern and South-East Asian cuisines. These sessions underscored the protein’s versatility in meeting diverse market preferences.
Aussie lamb has a great story to tell
“Australian lamb has a great story to tell around the world, and the Lambassador program is a powerful tool for telling our story to these international chefs,” said Joshua Anderson, MLA’s Group Manager of International Markets. Anderson emphasised that the program’s continued strength reflects the success of MLA’s longstanding partnership with the Victorian Government in promoting Australian lamb internationally.
The initiative represents a strategic approach to building relationships with key international markets while driving demand for Australian lamb through influential culinary professionals who shape dining trends in their respective regions.
Through direct exposure to Australian production methods, safety standards, and product quality, the Lambassador program equips international chefs with firsthand knowledge they can leverage to confidently feature Australian lamb on their menus and recommend it to peers.
The program’s decade-long track record demonstrates the value of experiential marketing in the competitive global protein market, where direct relationships and product understanding often determine sourcing decisions in professional kitchens worldwide.
