Vegetarians didn't think the 2016 Australia Day lamb promotion was much chop, but butcher Peter Linbeck says its clever humour trebled his sales.
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Centred on a mission to bring Australians abroad home for a lamb barbecue, the ad includes an ex-pat protesting to his rescuers he's become a vegan.
Mr Linbeck says the ongoing promotion has convinced people that, just like the Christmas ham and turkey tradition, on Australia Day they must eat lamb.
"On the Monday before Australia Day this year we probably sold a good twice as much, probably three times as what we would normally sell," Mr Linbeck said.
People were becoming accustomed to sustained higher prices, a hangover from the last drought.
"During spring there used to be a glut of lambs, and lamb would become quite cheap. That glut hasn't come now for five years probably," Mr Linbeck said.
"It is the only item of food that is at its best when it is at its cheapest, but we haven't had that for years, there isn't the abundance of lambs."
The Queanbeyan butcher says the price of lamb cutlets is heading toward $50 a kilo. Lamb barbecue chops are about $18 a kilo, lamb loin chops are $27 a kilo.
Elders Goulburn manager Steve Ridley says solid prices for lamb are likely to continue well into 2016 after the advertisement.
"Everybody is having a go, re-stockers, supermarkets, and the export market is quite strong," Mr Ridley said. "I think it is a bit of a spin-off of the beef market as well.
"I had a report this morning that they reckon this latest lamb campaign has been a real success, they have sold a lot of product over the last week," he said.
Mr Ridley said the saleyards price was expected to float between $5 and $5.50 a kilo for dressed lamb for some time.
"There has been contracts put out for later on the year, in the winter time, for up to $5.70 a kilo."
At Cootamundra this week 7950 lambs were yarded and demand was strong, with some new season lambs fetching $150 a head.
Older lambs sold for between $96 and $136 a head. Heavy lambs sold between $126 to $149 a head. Some buyers stayed away because of the higher prices, according to the Meat and Livestock Australia report.
Elders Cooma agent Sam Green said lambs had flourished in paddocks after a reasonably good spring and summer and plentiful rain had freshened up pastures in the past three weeks.
Isolated showers had dropped from 10mm to 30mm across the district.
Next Tuesday's sheep and lamb sale at Cooma would attract a yarding of about 9000, and most would be lambs.
