Quality lamb pays off for Pastoral Prime

摘要

A FEW years ago, Michael Consid-ine, managing director of Canberra-based Pastoral Meat, was on the verge of dropping lamb from his wholesale meat company. Sales had fallen significantly on the domestic market compared with beef. A major reason was thelack of consistent quality demanded by retailers. There is a big difference between top quality lamb and run-of-the-mill product and the pricing structure made it difficult for Pastoral Meat to compete commercially. Considine, however, remained determined to market all species and set about achieving a regular supply of consistently high quality lamb. This meant ignoring the saleyards and going straight to the producers.