NO sheep breed has quite captured the consumer spotlight in the past year like the Dorper.
The launch of the breed specific branding, Prime Dorper Lamb, by the progressive Dorper Sheep Society of Australia (DSSA) has shone a spotlight on the meat eating qualities of the breed.
The move was backed by Meat and Livestock Australia (MLA), and promotes the consistency of the meat quality, which is underpinned by Meat Standards Australia, and advocates the unity of the society as the first to successfully launch a breed-specific brand.
It is a move that is sure to turn more than consumers’ heads, with producers looking to capitalise on record saleyard prices by producing more meat a hectare.
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The attention on the breed has been beyond the marketplace with enormous publicity across the country with prominent hoof and hook wins at major agricultural shows. Entry numbers are expected to exceed last year’s Australian Sheep and Wool Show where 530 sheep paraded at the national show in 2017.
If the performance wins and the brand’s promotion were not enough, MLA’s funding of a nucleus Dorper flock at Katanning, WA, this year is set to fast-track breeding advancements.
The Nucleus Flock will see 500 ewes artificially inseminated with diverse genetics from rams with Lambplan figures.
- Published by Fairfax Agricultural Media.
