Whats your name?
What do you farm?
Single origin, pasture-raised lamb
Where do you farm?
What is your business?
Outback Lamb, led by award-winning, 2019 Farmer of the Year, Fiona Aveyard, produces single origin, pasture-raised lamb. Fiona has identified the importance of moving beyond a pure commodity offering and sees an opportunity to develop value-added products that both align with consumer demands, as well as capture more value for the producer. As a first value-added product, Outback Lamb is exploring a range of lamb sausage rolls.
Best Bootcamp take away?
A key focus for Fiona was to develop a positioning strategy that placed her products in the market as a gourmet, high quality, artisanal, 100% Australian offer. As part of the program, Fiona undertook a detailed analysis of target customers and the most appropriate channel to reach these customers. To set herself out from competitors, Fiona is exploring a preservative-free recipe along with compostable packaging. Fiona graduated from the program with a clear idea of how her product can compete in the marketplace, and is now ready to scale up production of the sausage rolls. As a direct result of her value-adding, Outback Lamb has already achieved a 60% increase in carcass value (from $250 to >$400 per animal).
“I believe that side-projects like this will have a significant impact on the commercial viability of lamb farming, as producers move away from the low margins and unpredictability of commodity businesses into the higher margin and more consumer-focused opportunities of value-adding.
I found it all to be quite an exceptional program to be part of. To have others analyse your business in such an intense but supportive environment is a rare opportunity. To have fresh eyes on what you do and to have to explain and justify choices was hard, but a great way to change the direction and grow the business. I thoroughly enjoyed it.”
Learn more: https://www.outbacklamb.com.au/
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