Sanger's global launch of Mr Lamb brand in Dubai

Sanger Australia has debuted new brand Mr Lamb in Dubai, marking the first time the product has been seen on a global level.

Mr Lamb will be widely available throughout Dubai's high-end foodservice sector from March 2015, and is already working with local chefs to create the best showcase of the product.

Sanger Australia general manager of sales Nick Thompson told Caterer Middle East the company is collaborating with Conrad Dubai executive chef Terry Styles with the new product.

He said: "We have beef on the menu of the Conrad Hotel already. We’re currently in menu development with Terry for Mr Lamb. He is working on some new recipes now, with the lamb rack, shank and rump, so some different specifications."

Thompson continued: "The great thing about that for us is that Terry will be able to put the Mr Lamb on the menu. We’ve worked with Terry on menu development and worked on sharing the story, so you can know more about the product."

Speaking about the brand's launch at the show, he added: "We see Gulfood, amd Dubai, as the global hub of the world, and an ever-increasing market. When it came to releasing the brand, we really wanted to get it in front of as many people all around the globe as we potentially could – and Dubai was the perfect opportunity for us to do that."

In addition to the global debut, Sanger Australia sponsored the Five Course competition at Salon Culinaire and supplied Mr Lamb racks for the 150 chefs participating. 

Thompson continued: "We’re working with an importer here who is going to be distributing for us. Retail will happen but because it more on the premium and higher end, it is going to be more targeted to a niche market."

Post-Gulfood, Sanger will be in the US targeting its retatil market. It also has a new office in China, with direct retail and foodservice distribution.

Australian Lamb Company — producers of Mr Lamb, sources its product from regions with temperate climates and high rainfall, where the resulting product is fresh, tender and full of flavour. Thompson revealed that Australian Lamb Company produces 40,000 sheep per week, and Sanger is hand picking the very best to come out of that to the Mr Lamb brand. 

He concluded: "The Middle East is an extremely large market for Australian lamb. About 25% of Australia’s lamb is exported to the Middle East.

"This is really a product which is hitting the upper echelon of the market, where we’re hand-grading the very best of the product that we produce. We want chefs and end users to know that every time they receive a package of Mr Lamb it’s always the same and it’s always the best."