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The Prime Dorper Lamb brand is slowly building momentum, backed by workshops across Australia.
The breed, in Australia for less than 20 years, has enjoyed considerable wins in carcase competitions and a reputation for easy-care sheep with excellent carcase quality and yield.
Having grown to about 700 stud and commercial members, the Dorper Sheep Society of Australia has recognised the need to "differentiate" prime Dorper lamb from other breeds.
In the past two years, it has developed a logo and associated marketing material and is now working on a list of key suppliers on its website and a list of processors, retailers, butchers and consumers interested in the product.
To underpin the quality assurance, it is encouraging suppliers to become MSA-accredited, and will roll out more of the Meat & Livestock Australia Meat Standards Australia workshops throughout the year.