Woolworths builds demand for Australia’s favourite cuts of lamb
by cutting prices by 20 to 30 per cent
19 August 2012: Woolworths is set to put lamb back on dinner tables across the nation by subsidising price cuts of 20 to
30 per cent on Australia’s favourite cuts of lamb.
From Monday 20 August, Woolworths shoppers will enjoy over 30 per cent off lamb chops, over 20 per cent off lamb
cutlets, and 20 per cent off racks of lamb, lamb leg roasts and lamb mince.
Pat McEntee, Woolworths General Manager of Fresh Food, said: “Australians love lamb. A roast leg of lamb was once a
regular feature on Aussie tables – it’s as iconic as Vegemite, beetroot or lamingtons. However, consumption of lamb in
Australia has plunged by 25 per cent over the last decade due to a steep increase in prices and customer concerns about
the rising cost of living.
“At Woolies, we want to get lamb back onto every Aussie dinner table so we’re absorbing the total $13 million cost of this
price cut over the next 12 months. Prices on lamb haven’t been this low in years – the last time we sold lamb chops at
this price was in 2005. By reducing our prices, more customers can have lamb more often.”
In his recent industry projections update Tim McRae, Chief Economist at Meat and Livestock Australia (MLA) said: “Tight
supplies, increased export demand and higher prices over the past decade have firmly entrenched lamb as an expensive
protein option for Australian consumers. With supplies this year well above last year’s levels and lamb production
peaking in spring, the quality of lamb entering the market in the coming months should be at all-time levels.”
Seven consecutive years of drought saw Australian sheep flocks plummet in 2010 to their lowest levels since 1924. At the
same time, international demand for Australian lamb is strong – last year, 49 per cent of all Australian lamb was exported
to places like the Middle East and North America. In fact, the Middle East bought almost as much lamb as Woolworths
did last year (12 and 13 per cent respectively).
McEntee added: “We’re very proud that 100 per cent of the fresh meat sold at Woolworths is Australian grown. We have
always been market competitive in our purchasing of quality livestock, and we have no intention of changing the way we
purchase lamb. We want people to know that when they buy their fresh food at Woolworths, they are supporting an
Australian company that supports Australian farmers and suppliers wherever possible.”
Woolworths will also launch a marketing campaign aimed at increasing demand for Australian lamb. A new television
commercial will launch tonight, starring a farmer who has been supplying lamb to Woolworths for more than a decade.
Woolworths latest price reductions to Australia’s favourite cuts of lamb include:
• Lamb mid loin chops were $24.99/kg, now $16.99/kg (save over 30%, or $8.00/kg)
• Lamb forequarter chops were $12.99/kg, now $8.99/kg (save over 30%, or $4.00/kg)
• Lamb shoulder chops were $12.99/kg, now $8.99/kg (save 30%, or $4.00/kg)
• Lamb cutlets were $36.99/kg, now $29.49/kg (save over 20%, or $7.50/kg)
• Lamb racks were $35.99/kg, now $28.79/kg (save 20%, or $7.20/kg)
• Lamb leg roast was $13.49/kg, now $10.79/kg (save 20%, or $2.70/kg)
• Lamb mince was $9.99/kg, now $7.99/kg (save 20%, or $2.00/kg)
- ENDS For further information or interview requests please contact the Woolworths Press Office on (02) 8885 1033
All lamb market statistics are sourced from Meat & Livestock Australia (MLA). For additional market commentary, please
contact MLA Media Affairs on 1800 023 100 or at media@mla.com.au.