Ausmeat, the regulator of the Australian meat industry, is hoping to launch a new national branding scheme for lamb meat in a bid to boost consumer confidence in the product.
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Andrew Little, Ausmeat’s certification manager, insisted that a self-regulated national scheme should be successful.
“Currently there’s the Ausmeat Accreditation system, and in Victoria and South Australia there’s about 70% of the product in the market coming from Ausmeat-accredited plants,” he told the Australian Broadcasting Corporation, “so if a national brand is aligned with that sort of program it does stand a certain degree of success.”
Some New South Wales producers have made it clear that they will not welcome the scheme, as self-regulation would open the way for some processors to substitute lamb meat for older mutton meat.
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