Kekovich’s global lamb campaign gets support from Trump

Posted by Editorial on 13th January 2010

Australia’s leading advocate of lamb, Sam Kekovich, has received supported from one of the world’s most famous businessman as he takes the Australian lamb message global.

Now in its sixth year, the Australia Day lamb campaign has seen Kekovich head overseas as he seeks to persuade the United Nations to declare 26 January ‘International Australia Day’.

Braving far from idyllic barbecue conditions in New York on Monday 11 January, Sam fronted up to the UN headquarters to deliver his latest address.

“What do I-raq and Barack have in common? A rack in their name.

“Is there anyone in the Middle East who doesn’t love a lamb feast? We could revive peace talks and bring everyone back to the table, by renaming the Holy City Jerusa-lamb.

“And as anyone that’s had a curry in Pakistan knows: Islamabad? Of course it bloody well isn’t.”

As part of his campaign, Sam met celebrity entrepreneur Donald Trump in New York – who offered his support to the cause.

“I really like the idea of taking your national day of pride – which has become an opportunity for Aussies everywhere to bond over a lamb barbecue – and grow it to a global day of peace and goodwill. I think it’s a great idea,” he confided to Kekovich. “I would hire you so fast. With you by my side, we could change the world.”

Sam will continue to put his case to business, political and social leaders in New York and Los Angeles in the lead up to 26 January.

“Eating lamb on Australia Day is a tradition for Australians, with the week leading up to our national day now the highest retail lamb trading week of the year,” David Thomason, Meat & Livestock Australia’s (MLA) General Manager of Marketing, noted. “The campaign, successfully fronted by Sam, ensures lamb is the centerpiece of barbecues nationwide each Australia Day, and the positive effect on sales flows on throughout the year, which is great news for the lamb industry.

“Even though demand is currently at a record high and supply is tight we must continue to keep lamb top of mind with Australian consumers via regular promotional activity, otherwise we risk it falling off meal repertoires.”

In 2008-09, domestic consumer expenditure on lamb reached a record $2.2 billion, an increase of 7 per cent on the previous year.