Marbled lamb unlocking premium markets

At Gundagai Lamb each supplier receives detailed feedback on every lamb processed. Image: Gundagai Lamb  

The Australian sheep industry has long been defined by its ability to adapt. Amid persistent supply challenges and tightening margins, new premium markets are opening the door to untapped income sources that will bolster long-term viability.  

One business leading this shift toward higher-value markets is Gundagai Lamb. The company is redefining what’s possible through its GLQ5+ brand, a marbled lamb setting new benchmarks for consistency, eating quality and value. 

Account Manager Molly Greentree said the goal was to consistently deliver an outstanding product that offers reliability and performance on the plate. 

“Finding markets willing to pay a premium for a premium product means more money flowing back through the supply chain,” Molly said.  

“It doesn’t remove all the volatility in livestock prices, but it smooths some of the peaks and troughs and allows us to pay more for stock.” 

Technology driving consistency 

At Gundagai Lamb, objective measurement technologies are central to that consistency. Every lamb processed is measured using an MEQ Probe, which determines intramuscular fat content at three points to calculate marbling percentage. They are also scanned using DEXA (dual-energy X-ray) to determine the proportion of muscle, fat and bone. 

“These tools take the subjectivity out of grading. We can get a true picture of marbling and lean meat yield in every carcase, rather than a human assessment,” Molly said. 

The biggest risk for producers targeting marbling is overfeeding which, environmentally, is a poor use of feed. Then, the excess fat on the animal is also wasted when it’s cut off in the processing plant or in a commercial kitchen. 

By balancing marbling and fat coverage, Gundagai Lamb ensures consistency for chefs and consumers while maintaining environmental efficiency.  

“Because we can calculate the fat percentage, we can ensure that the lambs coming through are neither over-fat nor under-fat. We aim to get the balance right for eating quality and sustainability.” 

Caption: MEQ probes help to determine intramuscular fat content at three points to calculate marbling percentage. Image: Gundagai Lamb  

Data fed back to producers 

Each supplier receives detailed feedback on every lamb processed, including marbling score, lean meat yield and animal health data. This information is housed in a producer portal where suppliers can benchmark their results and identify top-performing genetics and management practices. 

“Some producers dive deep into the data; others just like knowing how they’re performing,” Molly said.  

“So even if you’re not targeting marbling specifically, by selecting for these traits you’re improving your overall flock performance. That ability to improve your operational performance is what makes it so attractive for producers.” 

Creating new markets 

With premium marbled lamb now appearing on menus in high-end US restaurants, chefs are embracing it as the next luxury protein.  

“The US understands marbling from beef, so they instantly recognise the quality of our product,” Molly said.  

Emerging markets such as Thailand are also showing promise as middle-class consumers develop a taste for lamb. 

“The opportunity is enormous if we can match the right cuts to the right cooking styles and provide education along the way,” she said. 

For consumers at home, marbled lamb represents a new way of thinking about the product.  

“Beef paved the way with Wagyu,” Molly said.  

“Now lamb is offering that same choice, whether you want an everyday cut or something truly special. It’s about giving consumers options and lifting the perception of lamb as a luxury eating experience.” 

Caption: Marbled lamb represents a new way of thinking. Image: Gundagai Lamb