Australia’s goat industry is enjoying a renaissance, but the lean red meat remains barely visible on Australian dinner tables.
Key points:
- Australia’s goat meat industry is heavily dependent on exports, but the domestic market is increasing
- Goat meat is not available in supermarkets, which chef Ed Halmagyi says has led to fewer people eating red meat.
- A Queensland couple who saw a gap in the domestic market run a paddock-to-plate goat meat business
Only 9 percent of goat meat produced in Australia is consumed here, while exports are booming.
Queensland goat farmers Keeleigh and Brian Allport are on a mission to reverse slow consumer awareness.
The couple bought their first flock of goats in 2018 to help clear unproductive land on their property at Moonie in the Western Downs.
Within three years they started their own brand and turned their business around to focus on goat production for the domestic market.
“We’ve always wanted to do something in the beef industry,” Ms Allport said.
“But we felt it was too saturated and that’s where we had this opportunity with the goats and we thought, ‘Let’s give it a try and see where it takes us.'”
Brian and Keeleigh Allport first bought goats to clear unproductive land. (Provided by: Keeleigh and Brian Allport)
The couple started by sending 30 goats a week to a Brisbane Valley processor, which supplies butchers and small supermarkets with their goat meat.
In four years, the business had grown 16-fold and this October, Allports will ship 500 head a week.
They have almost completely vertically integrated the business from their own cold chain, stock boxes and refrigerated trucks to run a paddock to plate operation.
“We found that if we had control over the full supply chain, that would put us in a better position to take advantage of these value-added opportunities,” Ms Allport said.
“Every decision we make, every cog in our wheel needs to be closer to the processor and the consumer.
When he started Grassland Goats, he only sent 50 goats at a time to one processor. (Provided by Brian and Keeleigh Allport)
“Nobody was really doing what we’re doing … a lot of it has been trial and error and we’re still learning a lot.”
Why choose goat meat?
Years ago, goat meat was a more common staple in the Australian diet because it was more affordable and accessible, but it has fallen by the wayside.
Chef and TV presenter Ed ‘Fast Ed’ Halmagyi explains that there are two key reasons why we no longer see goat meat in supermarkets.
“The beef and lamb industries have done so well in increasing production that we have developed more affection for them,” Halmagyi said.
“The other thing is that people have lost touch with goat meat.
One of the challenges for Australia’s goat industry is the lack of consumer familiarity with the meat. (Provided by: Kelly Eastwood)
“[We’ve] he lost the sensibility of how to cook it and cook it well. So now, it’s not so much that they don’t like it, but that they don’t understand it.”
He said goat meat was considered leaner, healthier and tastier than other red meats such as lamb and beef when prepared properly.
“For stews, curries, casseroles, there’s nothing that will compete with it for flavor, texture and tenderness,” Halmagyi said.
“It’s incredible stuff.”
Chef and TV host Ed Halmagyi says goat meat is tastier than other red meats. (Provided by: Ed Halmagyi)
Halmagyi said encouraging more people to eat goat meat could be compared to the chicken-and-egg paradox.
“If you don’t expand it, people won’t buy it,” he said.
“If you want to see more goat meat out there, go and buy it from your local butcher… this will eventually make its way to the supermarkets.”
A growing industry
Australia’s goat industry is relatively small, despite being the world’s largest exporter, accounting for 27% of world exports by value.
More than 1 million goats were processed in Australia in 2021, a 42% increase on the previous year.
It is a similar story for goat meat production, which grew by 34 percent in 2021, with a total of 20,847 tonnes of carcass weight.
According to Meat and Livestock Australia (MLA), relatively low consumer awareness and access to the industry has been a major limiting factor in the growth of the domestic market.
Joe Gebbels, director of sheep and goat research and development programs for MLA, said that while the domestic market is a relatively small part of the overall market, it was a big money maker.
Goat meat production increased by 34 percent in 2021, with an average carcass weight increase of 7 percent. (Provided by: Keeleigh and Brian Allport)
“He’s probably thinking it’s worth $20 million to $25 million this year,” Gebbels said.
“So, while it’s still a niche product, it’s a very valuable product and there’s a lot of potential for growth.”
Gebbels said with good seasons and the quick-breeding nature of goats, the industry will likely see faster growth in the coming years.
“We saw about a 35% growth in numbers between 2020 and 2021 as a result of these improved conditions, particularly in Queensland and New South Wales,” he said.