Canada is a growing market for Aussie beef and lamb, and we’re dedicating this issue to all things True North. We had a chat with our mate Henry Vega of Congressum, a Canadian market access expert who helps importers navigate the nuances of the Canadian market. There’s a lot to learn, and implications for operators across North America.
What have you seen happening in Canada with Aussie beef and lamb?
[HV] We’ve seen a lot of growth for Aussie proteins – lamb consumption in particular has doubled in the last five years. What’s especially notable is that Australia as the country of origin has become a value signal. One of our biggest retailers, Loblaw, calls out Australian Lamb across its banners under the President’s Choice (PC) and PC Free From private-label programs. That says a lot about where Australian lamb sits in the minds of Canadian consumers, and also reinforces it. It’s a premium product that’s worth it. We are witnessing how quality and a consistent eating experience deliver.
What about in the restaurant space?
[HV] That same dynamic holds, where Aussie lamb earns a callout on the menu as a signal of value and premium. If we switch to beef for a moment, I would add that Wagyu is king right now – we are a beef loving nation, in most comparisons second only to the US per capita – and have discovered that we love Wagyu especially! It’s another category where showing those details of Australian origin and even marble score is important to the guest.
What are some ways that Aussie meats show up on the menu that might surprise our American readers?
[HV] Culturally we’re quite comfortable with raw meat preparations, from carpaccios to tartares. I would say it’s a staple for fine dining to offer them, and high quality, clean proteins from Australia are a great fit. That comfort extends to steaks, which are most often ordered medium-rare, and not uncommonly rare. Because our weather changes so dramatically season to season, it shows up on the menu too – grilling is a very big deal here in the warmer months, and in the wintertime braises and dishes like lamb shanks are an anchor dish. Lately, I see items like tallow, marrow, and Aussie tomahawk steaks showing up more often, part of a larger trend of what you might call “steakhouse theatre.” Between the West Coast, Ontario, and Quebec there’s also a wide range of culture and food trends at play. In Vancouver Asian dishes like sticky lamb ribs are a hot item, and in the big cities here the picanha cut is quickly becoming a favorite.
Aussome stuff Henry! For more on Canadian BBQ culture, be sure to check out this video of our lambassadors going all in with live fire in -5°F outdoor conditions! Also, stay tuned for more on raw preparations – our mate Chef David Godsoe delivered a killer demo on three different dishes with Aussie lamb in the raw. (the lamb, not chef)