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Meat & Livestock Australia (MLA) has launched a new domestic marketing campaign in partnership with Drakes Supermarkets, aimed at getting more Australian goatmeat onto supermarket shelves and dinner tables.
Timed to coincide with Diwali, the campaign will showcase the versatility of Australian goatmeat to shoppers across South Australia and Queensland, encouraging existing consumers to purchase more frequently while introducing the protein to new audiences.
The “Looks good. Tastes GOAT” campaign will bring goatmeat to life through in-store promotions, catalogue advertising, on-pack stickers, digital content and recipes designed to inspire shoppers to cook goatmeat at home.
The campaign comes as Australia’s goat industry continues to expand, with a record 4.05 million goats processed in 2025, an increase of 18% on the previous year.
Despite strong international demand, domestic consumption remains relatively limited, with approximately 15% of Australian goatmeat production estimated to be utilised domestically, highlighting an opportunity to grow the local market.
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,” Mr Low said.
“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.”
The campaign will feature two cuts of goatmeat, including goat leg for roasting and bone-in goat pieces suited to curries and slow-cooked dishes.
Shoppers will also have access to recipes showcasing traditional and contemporary cooking styles, including Goat Jungle Curry and Mughai-style Whole Roasted Goat Leg.
According to Drakes Supermarkets’ National Meat Buyer, Jason Smith, inspiring shoppers with interesting dinner choices helps boost consumer demand.
“At Drakes Supermarkets, we’re always looking to inspire our customers with exciting choices ,” Mr Smith said.
“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.”
