Sheep

Australian Lamb’s annual summer campaign for 2021 builds on the ‘Share the Lamb’ brand platform and features a new TV advert, online video, social media and outdoor displays. Connecting with consumers along the ‘path to purchase’ to deliver meal inspiration, the campaign aims to spark positive conversations about Aussie lamb across the nation and drive up sales of the protein.

Levies are currently being invested in R&D projects to improve lamb survival, including how temporary fencing can improve survival and the nutritional and non-nutritional factors affecting dystocia in ewes. MLA is also collaborating with multiple industry bodies through the Sheep Reproduction Strategic Partnership.

To improve the rate of genetic gain of the Australian sheep industry, the Sheep Genetics database web tool was upgraded in 2020. The new version now offers a range of improved features to make Australian Sheep Breeding Values (ASBVs) more accessible and allow users to customise data to suit their needs.

Flystrike is an issue for sheep in every production environment. A review of flystrike management practices has identified short, medium and long-term solutions to eliminate flystrike in sheep.

To meet industry demand for information, a new guide to intensive lamb finishing in Australia has been produced in partnership with Sheep Producers Australia (SPA).

A range of new pasture legumes are being commercialised such as perennial Tedera for Western Australia, new hard-seeded annual legumes for low rainfall zone, medics for southern Australia and stylos and leucaena for Queensland. Extensive research has been carried out to ensure these new plants deliver benefits such as disease resistance, quality and seasonal dry matter production or persistence. The Pasture Trial Network tool enables producers to compare the performance of pasture varieties.