How new definitions can redefine meat marketing
Is lamb just the first meat of many that could benefit from a new definition? On 21 March 2018, the Sheep Producers Australia (SPA) adopted the broader New Zealand definition of lamb in an attempt to level the playing field between Australia and New Zealand in the lamb export market to avoid Australian lamb being sold as mutton or hogget too quickly. The change is due to take effect mid-late 2019. This article explores the potential for value adding by redefinition.