Canada is a growing market for Aussie beef and lamb, and we’re taking a look at the trends and implications with a leading expert. We had a chat with Henry Vega of Congressum, a market access expert who helps importers navigate the nuances of the Canadian market.
What have you seen happening in Canada with Aussie beef and lamb?
HV: We’ve seen a lot of growth for Aussie proteins – lamb consumption in particular has doubled in the last five years. What’s especially notable is that Australia as the country of origin has become a value signal. One of our biggest retailers, Loblaw, calls out Australian Lamb across its banners under the President’s Choice (PC) and PC Free From private-label programs. That says a lot about where Australian lamb sits in the minds of Canadian consumers, and also reinforces it. It’s a premium product that’s worth it. We are witnessing how quality and a consistent eating experience deliver value.
What about in the restaurant space?
HV: That same dynamic holds, where Aussie lamb earns a callout on the menu as a signal of value and premium. If we switch to beef for a moment, I would add that Wagyu is king right now – we are a beef-loving nation, in most comparisons second only to the US per capita – and have discovered that we love Wagyu especially! It’s another category where showing those details of Australian origin, and even marble score, is important to the guest.
What are some ways that Aussie meats show up on the menu that might surprise our American readers?
HV: Culturally, we’re quite comfortable with raw meat preparations, from carpaccios to tartares. I would say it’s a staple for fine dining to offer them, and high-quality, clean proteins from Australia are a great fit. That comfort extends to steaks, which are most often ordered medium-rare, and not uncommonly rare. Because our weather changes so dramatically season to season, it shows up on the menu too – grilling is a very big deal here in the warmer months, and in the wintertime, braises and dishes like lamb shanks are anchor dishes. Lately, I see items like tallow, marrow, and Aussie tomahawk steaks showing up more often, as part of a larger trend of what you might call “steakhouse theatre.” Between the West Coast, Ontario, and Quebec there’s also a wide range of culture and food trends at play. In Vancouver, Asian dishes like sticky lamb ribs are a hot item, and in the big cities here, the picanha cut is quickly becoming a favourite.
Watch this space next month for a roundup of top menu items with Aussie meats and the Canadian chefs who serve them! For more insights, menu inspiration, and to find sources for Aussie red meats, click through to the website and subscribe to the Aussie Meat Minute monthly e-newsletter.
