Building a legacy of red meat in consumers' minds

Marina Fourie of Beef and Lamb South Africa describes how the organisation is actively working towards the marketing of red meat to consumers, not only for the purpose of short-term purchases, but in order to elevate red meat in the minds of consumers.

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Lamb consumption in South Africa has been trending downwards for several years, primarily due to economic pressures on consumers. This decline is mainly driven by the high price of lamb, which makes it a luxury item for many households. As consumer disposable income shrinks amid a weak economy and high unemployment, South Africans are increasingly opting for more affordable protein sources, such as chicken and pork.

Marina Fourie, an independent contractor for the Red Meat Industry Services and brand manager of Beef and Lamb South Africa (SA), says price has been the biggest barrier for consumers to purchase lamb and mutton across all demographics.