2019 was a successful year for Australian goat farmers due to high overseas demand for their products.

Although goat meat may not be a top choice for Australian meat lovers, it seems to be gaining popularity among consumers abroad. According to recent research by Meat & Livestock Australia, last year was a record-breaking year for the nation's goat producers. In fact, the output of goat meat and the number of goats processed more than doubled in just three years, reaching a production volume of 36,903 tonnes.

It's no surprise that Australia remains the world's largest exporter of goat meat, with a whopping 95% of the meat being shipped overseas. This lean protein has been gaining recognition as a healthier alternative to other red meats, such as lamb and beef. Not only does it offer a high amount of protein, but it also contains less saturated fat and more iron than many other meats.

The United States continues to be the largest market for Australian goat meat, with more than double the volume of the second largest market, mainland China. Despite its growing popularity, goat meat is still considered a niche protein in the United States, with low awareness among the general public. However, demand is high among specific ethnic populations, including Caribbean and Asian communities, and is concentrated in cities like New York and Los Angeles.

Meanwhile, mainland China has emerged as the second largest market, with South Korea following closely behind. This growth in demand has been consistent for the past four years. According to Emiliano Diaz, an analyst at MLA, these markets show no signs of slowing down and are eager for more Australian goat meat. However, there is also potential for expansion within the domestic market, with specific consumers driving the demand.

In order to capitalize on this opportunity, MLA launched the Goat Trail campaign in early 2024. This consumer-focused campaign aims to raise awareness of goat meat in local menus and provide information on where to find and experience it in Sydney. It is a strategic move to showcase the versatility and uniqueness of this underrated protein to a broader audience. With increased availability and a growing appeal, goat meat is definitely making its mark in the meat industry.

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