Module 3 Market focused lamb and sheepmeat production
Introduction
This module is designed to assist sheep producers to deliver quality assured lamb and sheepmeat to target market specifications. It integrates technical aspects of the production system with the marketing process to enable you to:
- Better manage the production system and price risks;
- Meet market specifications and consumer expectations for eating quality; and
- Improve business profitability through better understanding of the marketing process.
Genetics, nutrition and management all have a major impact on the ability to meet market specifications. Having an efficient, value-based marketing process in place enables you to capitalise on the benefits of an efficient production system.
Effective integration of production and marketing delivers the following outcomes that will benefit your business:
- Best quality product to market – knowing the weight and fat specifications is the basis for successfully supplying a target market with a quality assured and consistent sheepmeat product and achieving best financial returns.
- Knowing the cost of production – a key factor affecting the profitability and an important step to assessing and improving the performance of a lamb enterprise.
- Enhanced feed use efficiency – time your key operations to maximise production per hectare, match the system to land capability and supply the target market with a quality product that meets specifications.
- Using the best available selling options – by assessing the advantages and disadvantages, costs involved and likely returns of each selling method and selecting the most appropriate one.
- Supply chain approach to production and marketing – applying the principles of supply chain management can benefit production efficiency and reduce risk for supply chain partners.
- Monitoring, measurement and continuous improvement – the key to benchmarking production efficiency and the implementation of continuous improvement in productivity and profitability.
Select a production system to suit the environment and monitor and evaluate productivity and profitability.
Use Meat Standards Australia (MSA) guidelines for producing sheepmeat.
Evaluate selling options and develop relationships along the lamb and sheepmeat supply chain.
Use market intelligence to implement a continuous improvement program.
© Copyright 2026. Making More From Sheep – a joint initiative of Australian Wool Innovation (AWI) and Meat & Livestock Australia (MLA).
Care is taken to ensure the accuracy of the information contained in this publication. However, AWI and MLA cannot accept responsibility for the accuracy or completeness of the information or opinions contained in the publication. You should make your own enquiries before making decisions concerning your interests.
AWI and MLA accept no liability for any losses incurred if you rely solely on this publication and excludes all liability as a result of reliance by any person on such information or advice.
AWI and MLA acknowledge the matching funds provided by the Australian Government to support the research and development detailed in this publication.
