In a campaign to get more Australian goatmeat into supermarkets and household dinner rotation, the Meat & Livestock Australia (MLA) and Drakes Supermarkets have launched a new domestic marketing campaign.
Despite strong international demand, only round 15 per cent of goatmeat production is used domestically. But the industry continues to expand, with a record 4.05 million goats processed in 2025, an increase of 18 per cent on the previous year.
The “Looks good. Tastes GOAT” campaign coincides with Diwali to showcase the versatility of goatmeat. It’s being run across South Australia and Queensland to encourage existing consumers to purchase more frequently while introducing the protein to new audiences.
MLA chief marketing and communications officer, Nathan Low, said the campaign represented an important step in building consumer awareness and creating new demand opportunities for Australian goat producers.
“Australia has a thriving goat industry with strong demand from international markets, but there is an opportunity to encourage more Australians to discover and enjoy goatmeat,” Low said.
The campaign features in-store promotions, catalogue advertising, on-pack stickers, digital content and recipes designed to inspire shoppers to cook goatmeat at home. It features two cuts of goatmeat, including goat leg for roasting and bone-in goat pieces suited to curries and slow-cooked dishes.
“Goatmeat is already an important part of many Australian households and cultural celebrations, and this campaign is about building on that existing demand while inspiring new consumers to give it a go.
“By partnering with a major retailer like Drakes, we're making goatmeat more visible and providing shoppers with the inspiration and confidence to prepare it at home.
“Making goatmeat easier to find, purchase and prepare is an important part of encouraging trial and ultimately building more consistent domestic demand,” he said.
Drakes Supermarkets national meat buyer, Jason Smith, said inspiring shoppers with interesting dinner choices helps boost consumer demand.
“We're always looking to inspire our customers with exciting choices. We're proud to highlight Australian goat legs and bone-in cubed products that meet growing consumer demand, celebrates the diverse communities we serve, and supports the growth of the Australian goat industry through greater consumer choice,” Smith said.
The campaign includes recipes for traditional and contemporary cooking styles, including Goat Jungle Curry and Mughai-style Whole Roasted Goat Leg.
