Q Lamb chairperson Erin Gorter (left), and Roy Addis with the new Q Lamb delivery van. Roy, along with wife Melinda, has started a business delivering Q Lamb door to door in Perth.
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By Travis King Page 12 - Farm Weekly Thursday, 18 June 2009
PERTH residents will soon have the opportunity to have Q Lamb delivered to their door.
Roy and Melinda Addis have set up a business that will market lamb to
households and restaurants in Perth and have teamed up with Q Lamb, which will provide
the product.
Roy and Melinda previously farmed at Nyabing before moving to Perth
with a view to setting up the business.
They also ran the Ashbourne White Suffolk stud, which continues to
operate in conjunction with Roy's brother-in-law.
Roy said he had the idea of marketing prime lamb direct to householders
and restaurants for some time.
It was only through a conversation with fellow studbreeder Graham
Sutherland at last year's Perth Royal Show that the wheels were put in motion.
Graham was involved with Q Lamb in it's very early days and
suggested to Roy that he contact the Q Lamb group to see if they would be interested in
his venture.
Roy initially met with Hillside Meats owner Polly Trefort, who processes
the Q Lamb.
Roy said Polly's reaction was all it took to convince this that his
idea could work.
"I wanted to run the idea past Polly, he obviously has a lot of
experience in the industry and I thought if he told me that it wouldn't work then I
would forget about it," Roy said.
"But he was very enthusiastic about the idea and said he had wanted
to do something like this for the last five years.
"That was all the inspiration I needed to follow it through."
Roy and Melinda will run the venture as their own stand alone business,
but have full use of the Q Lamb product and brand.
"To have Q Lamb involved is a big coup for us," he said.
"They product a consistent quality product and that is very
important to what we are trying to do.
"Hopefully this will increase the exposure of a wider customer base
to the lamb, which can only be a good thing for commercial producers.
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"By going direct, we will also be able to offer this quality
product at a cheaper price than consumers might pay in the supermarket.
"It will be ideal for families of four or five people; they can buy
a box of lamb that is delivered straight to them, for what I believe will be a very reasonable
price."
Q Lamb chairperson Erin Gorter said that the group was excited about the venture.
"It is something the group has wished it could do for a long time,
but it wasn't in the realms of possibility given our resources," Erin said.
"Roy and Melinda will be good ambassadors for the industry. They
are very passionate about lamb and have a farming background and that is the perfect combination
to market lamb to city consumers."
Erin said the feedback that would be gained in regard to the Q Lamb product
would also be invaluable.
"Roy will work in with the Q Lamb committee and provide us with reports
on how the product is being received and what we may be able to do to improve the lambs we are
producing," she said.
"It will provide us with a real paddock to plate scenario that can help
us in our production systems."
Roy said he was amazed at the process of taking a lamb from the paddock, through
to slaughter and, eventually, onto the dinner plate.
"Being a stud breeder and lamb producer, it has certainly been an eye
opener to me," he said.
"It is a shame that more producers cannot get the insight I have had,
it would certainly help tham in their lamb production enterprises.
"Talking direct to buyers and consumers is invaluable."
Roy said a big focus of the business initially would be on households but
he would also look to approach restaurants about using Q Lamb.
A standard box containing easy carve legs, rolled shoulders, loin chops,
shanks, frenched racks and forequarter and hindquarter rump roasts will be marketed, but Roy
said special orders will be catered for.
Lamb can be ordered online at www.qlamb.com.au or by ringing Melinda direct on
0429 204 841.
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