Exploring the potential for Noongar branded sheep meat
Over the last couple of years, members of the Noongar Land Enterprises (NLE) group have engaged with SIBI to build sheep enterprises on their properties. In partnership with SIBI, Aboriginal Business Development (ABD) and NLE have embarked on some key activities to build skills and knowledge in sheep business development.
One of these activities included studying the market demand and potential supply chains for Noongar branded food products. SIBI commissioned consultancy group GHD to complete the study. GHD was guided by a Supply Chain Working Group that consisted of enterprises with shared cultural and sustainability values and who wish to cooperate for the production of Noongar branded, value-added sheepmeat and native food products. The brand name ‘Kookenjeri’ – being the Noongar word for sheep – was proposed and adopted.
In order to gauge potential demand and other insights, the study included a detailed market survey of chefs from high-end restaurants in capital cities and retail outlets across Australia for Noongar branded sheep meat. In order to meet this demand an assessment of supply of quality branded sheep meat was also made from the NLE’s member land holdings. With the demand information, the study then identified the size of the potential market and with the number of sheep currently available (supply), provided estimates of the potential premium dollar values to be gained.
Another component of the overall study included documenting what can be learnt from successful indigenous branded food products in Australia and in other parts of the world, including Canada, North America, Chile and New Zealand. This is particularly useful for NLE in developing the best supporting and leadership structures to support Noongar branded food and related products.
Key findings from this activity include that Kookenjeri is best suited to premium fine/experiential dining as there is growing demand for native foods, particularly in premium food service. The common use already, of native foods in ‘modern Australian cuisine’ bodes well for an offer that includes both sheepmeat (particularly lamb) and native foods. The report also found that security, consistency and quality of product supply are vital success factors and key to determining business success or failure, especially for a new product. To read the full report please visit Dedicated supply chains for Noongar branded food products.
To learn more about SIBI’s involvement with the NLE Group view the video