The RIRDC Survey into eating kangaroo meat!

This is a summary of a survey and report for the Rural Industries Research and Development Corporation (RIRDC) By Des Purtell and Associates. Of course it is full of incorrect assumptions and Industry propaganda, but still contains some interesting information. Its also interesting that in the 9 years since this report was written, the markets for kangaroo meat and products has decreased markedly.

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RIRDC Summary Report: Improving Consumer Perceptions of Kangaroo Products

Foreword The kangaroo is a valuable national resource. Its meat has sound nutritional qualities for human consumption and its hide is a source of quality leather for footwear and other products. Only five species, excluding any endangered ones, are harvested as part of sustainable range lands and agriculture management.The meat for human consumption is scientifically and hygienically prepared for market.

So where is the problem? The problem is one of perceptions. This publication summarises a RIRDC survey and report which investigates how Australians view kangaroo meat and the industry generally. The author has found that most urban Australian have limited or no exposure to Kangaroo meat as a food, but many are willing to try it and to eat it again. He shows how detailed educational and marketing strategies would help to develop the market and how other developments such as the strengthening of the Kangaroo Industries Association of Australia and recent legislative approval for kangaroo meat for human consumption will further boost the market’s image. The project is a valuable new contribution to the Rural Industries Research and Development Corporation’s new animal products program which encourages the development of viable new animal product industries. Peter Core Managing Director Rural Industries Research and Development Corporation

BACKGROUND The Kangaroo industry is a long established one with many stakeholders including Braziers, field processors, food and leather processors, wholesalers and retailers. The industry has, in more recent times, been developing and maturing. There is now an increased level of industry cohesiveness through the strengthening of the Kangaroo Industries Association of Australia, and by such happenings as the recent legislative approval for Kangaroo meat to be available for human consumption throughout Australia.

Positive aspects of the industry include: The five species of Kangaroo commercially harvested are all in natural abundance and the reality that the Kangaroo industry does not harvest endangered species. That the harvesting of Kangaroos is part of the sustainable range lands and agriculture management programme approved by State and Federal government and carried out under the watchful auspices of the National Parks and Wildlife Service.

Kangaroos impose significant grazing pressure on range lands and their numbers have to be controlled through quota based management plans to reduce total grazing pressure. Kangaroo meat for human consumption is prepared under hygienic conditions as meat from other commercially farmed species. Kangaroo meat has a nutritional profile that makes it an attractive health food alternative to other meat products; and Kangaroo leather is one of the finest low weight, high strength leathers available in the world and is widely used in the manufacture of footwear and clothing. However, the Kangaroo industry development has suffered in terms of some negative public perceptions. Some of these negative perceptions that are regularly circulated include: That the industry’s products are the result of wanton destruction of half our coat of arms and the Kangaroo is part of the national heritage. The “ Skippy” syndrome.

That Kangaroos are field shot and all the meat is prepared under unhygienic conditions so the meat is only good for pet food etc.

That Kangaroo meat is served not properly cooked and presents a threat as a safe food because of, for example, toxoplasmosis; and The periodic bans in export markets because of environmental lobby activity in the media and elsewhere.

The Kangaroo industry wants to adopt a higher profile and market the industry and its products better to the public. Successful marketing is always tightly focused and is based on sound research to change perceptions to improve market penetration and turnover.

PROJECT OBJECTIVES Overall: To analyse and assess perceptions of the Kangaroo industry and its products and formulate strategies to exploit market opportunities.

Particular: To review public perceptions of the Kangaroo industry and Kangaroo products, particularly Kangaroo meat. To analyse the social, environmental, economic and other reasons for the perceptions. To identify and formulate education and marketing strategies for the short and long term to mitigate negative and enhance positive perceptions. To recommend options which should be taken by the industry and the approach and priority which should be taken for a series of budget levels. To recommend areas for follow- on research and development.

PROJECT SCOPE AND SAMPLE DETAILS The scope of this particular study was to survey a representative sample of the Australian urban population covering Kangaroo meat eaters and meat consumers in general, as well as to seek information on non meat eaters. This study was preceded by (a) a literature search and (b) a series of interviews with industry stakeholders to identify and confirm issues and matters of interest to be included in this survey.

The project was confined to Australia, to the five largest capital cities where most Australians live. The sample for this survey consists of some 100 randomly selected individuals from households in each of Adelaide, Brisbane, Melbourne, Perth and Sydney - 503 in total. There were equal numbers of males and females and respondents’ ages ranged from 18 - 60 years. Survey interviews were conducted by telephone in April/ May 1996.

OUTLINE OF SURVEY RESULTS Meat Eaters: All persons contacted were first asked whether or not they ate meat. Some 10% ofthose contacted did not eat meat at all. Awareness of Kangaroo Meat:

When asked what types of meat came to mind, 10% of respondents made unprompted mentions of Kangaroo meat. When prompted, a further 83% indicated they were aware of Kangaroo meat giving a total awareness level of 93%.

Usage of Kangaroo Meat: 25% of respondents had consumed Kangaroo meat in the past twelve months. A further 26% had eaten Kangaroo meat at previous times but not in the past 12 months giving a total of 51% who had eaten Kangaroo meat at one time or another. Awareness and usage of Kangaroo meat was considerably higher in Adelaide where the meat has been available for some years, than it was in other cities.

Reasons for not eating kangaroo meat:

The main reasons given by those who had never eaten Kangaroo meat were:

“Never thought about it” (32%),

“Cannot find in stores” (26%),

“Don’t fancy, like the idea of it” (11%),

“Don’t like flavour”(9%) and

“Not on restaurant menus” (9%).

The main reasons given by those who had eaten Kangaroo meat before, but not in the past 12 months were:

“Cannot find in stores”(21%),

“Don’t like flavour”(18%),

“Not available/ not readily available” (12%),

“Used to eat in bush, never thought of it at home” (7%), and

“Not on restaurant menus” ( 6%).

Frequency of Usage.

On average, those who had eaten kangaroo meat in the past year had done so 4.75 times. This average, however, is influenced by a few heavy users. If those heavy users are excluded, the average falls to a more realistic 2.72 times per year. In fact, 40% of all the users had only eaten it once and 24% twice.

Where is Kangaroo meat eaten?

There were 66% who had eaten Kangaroo meat at restaurants, 28% who had eaten it at home, and 24% at ‘Other Places’ (Mainly at friends’ homes). Looking further into the above figures, we find that 50% of users ate Kangaroo only at restaurants, 15% only at home, and 18% only at other places, while 11% ate it at both home and restaurants.

Whether Users will continue eating Kangaroo meat.

87% of those who had eaten Kangaroo meat in the past 12 months would eat it again. - The main reasons given by the other 13% for not eating it again were “Didn’t like it” and “Too tough”.

Kangaroo Meat use at home

Features of the home use of Kangaroo meat by the relatively small number (3 5) of home users were:

Most were” Very Satisfied” or “Fairly Satisfied” with the results.

Kangaroo meals were usually served with vegetables (69%) or salads (23%)

The most common cooking methods were ‘Pan Fried’ (40%) ‘Grilled (31%) end ‘Barbecued’ (26%).

The preference reasons on how well Kangaroo meat was cooked were ‘Rare’( 2 mentions),’

Medium Rare’ (12), ‘Medium’ (11) and Well Done (10) There was no discernible relationship between satisfaction levels and how the meat was cooked. Only 7 (20%) of users reported experiencing any cooking problems. Two said that the meat “Gets tough” while most of the other single mentions referred to uncertainties about how to cook/ prepare the meat.

Kangaroo meat was usually purchased at Supermarkets (37%) or Butchers (3 1%)

Kangaroo meat was usually purchased fresh (80%) rather than chilled or frozen. The reasons given for the most recent Kangaroo meat purchase were:

“For a change” (31%), “Buy often/ regularly” (20%), and “Didn’t buy- shot on farm”(1 1%).

The occasion for the most recent purchase was usually a “Family meal” (69%) The family/ guests reaction to the most recent Kangaroo meal was mostly rated as being

‘Fairly Pleased’ (54%) or ‘Very Pleased’ (37%).

The price of Kangaroo meat

When asked how the price of Kangaroo meat compared to that of other red meats, 28% didn’t know. Most of the others saw it as being fairly close to other meats with 23% seeing it as ‘Slightly Dearer’, 22% ‘About the Same’ and 16% ‘Slightly Cheaper.’

One inter- city difference was that Melbourne respondents were much more likely to rate Kangaroo as ‘Much Dearer’ than were the other four cities.

Kangaroo meat for Pet food

14% of respondents fed their pets with kangaroo meat. General Attitudes towards the Use of Kangaroos Respondents were asked to agree or disagree with five statements about Kangaroos. The responses revealed some contradictions in attitude and some polarities in opinions. Respondents tended to agree that Kangaroos were a pest to graziers and should be controlled and that they were a valuable natural resource that should be utilised. But they also tended to agree that Kangaroos should be protected because they are unique to Australia.

On the other two statements that Kangaroos were lovable animals and should be left alone, and that one would be more concerned about slaughtering Kangaroos for meat than slaughtering sheep and cattle, the overall ratings were neutral. However, females were much more likely to ‘Strongly Agree’ with these statements and males much more likely to ‘Strongly Disagree’.

General Features/Attributes of Kangaroo Meat

Respondents were asked to agree or otherwise with a number of statements relating to Kangaroo meat covering health and hygiene, disease risk, taste, toughness, smell, best cooking methods and cholesterol levels. The responses revealed considerable levels of unfamiliarity on these matters, particularly of course, among those who had never eaten Kangaroo, but also among the Kangaroo meat eaters.e.g. Most ofthose who had eaten Kangaroo felt they didn’t know how to cook it, having eaten it only in restaurants. Those who had eaten Kangaroo meat previously tended to give more positive responses to the statements than those who hadn’t.

Purchase and Eating of Kangaroo Meat

In this series of statements, a number of matters that might influence the eating of Kangaroo meat were explored. They included: whether the Kangaroo, being on the Australian coat of arms influenced attitudes to eating it, concern that children might not like it, whether the lack of knowledge about Kangaroo deterred their use, whether newspaper articles/ TV shows by chefs would be likely to influence use, whether Kangaroo would add useful variety to family diet, whether people who eat Kangaroos are insensitive, whether Kangaroos should only be used for petfood, whether people prefer to stick to traditional meats, whether Kangaroos are at least as free of diseases as sheep and cattle.

On four statements, there was an encouragingly high level of unanimity. Most agreed that “the Kangaroo being on our coat of arms wasn’t a difficulty in eating Kangaroo meat”. Most disagreed that “people who eat Kangaroos are insensitive” and that “Kangaroos should be fed only to pets - not humans”.

Most also agreed that they had “never thought of having Kangaroo meat for a family meal at home” which points to a lack of awareness and interest in using, but not necessarily any antipathy towards eating Kangaroo.

On most of the remaining statements we found definite polarities of opinion with considerable proportions of respondents agreeing and disagreeing. Those respondents who had ever used Kangaroo were more inclined to give ratings favouring the use of Kangaroo. Non users inclined more in the other direction.

While not all responses were as favourable to Kangaroo as might have been hoped, there are some distinct positives. It is apparent that past and current eaters of Kangaroo meat tend to be good prospects for continuing or restarting usage respectively. Responses from non-eaters of Kangaroo would seem to result much more from low levels of information and awareness about Kangaroo meat rather than from heavily negative attitudes towards its use ( although some do hold negative attitudes).

This points to a potential for developing usage by current non users through informational and promotion programs as well as developing increased/ renewed usage by current and past users.

Distribution and Price of Kangaroo Meat

Five statements were put to respondents on the availability and cost of Kangaroo meat:-

Whether they frequently see Kangaroo meat in retail outlets, whether they would be more likely to buy it if they saw it more, whether it is a game meat that they would pay more for than beef, whether kangaroo is dearer than beef or lamb, and if Kangaroo was much cheaper than beef whether they would buy it more.

The responses pointed to a considerable level of uncertainty about the price of Kangaroo meat and to the perception of a lack of distribution outlets where the meat could be purchased. Half of the respondents agreed that they would “probably buy Kangaroo more often if they saw it more in shops”, but 70% disagreed that they frequently see Kangaroo meat in Supermarkets and Butchers.

There was a generally low level of knowledge about the price of Kangaroo meat and of its price relative to mainstream meats. Respondents were not inclined to ‘pay more for Kangaroo meat than beef,because it is a game meat’.

Importance of Particular Influences on the Likelihood of Buying Kangaroo Meat.

Of the six influences presented to respondents, ‘Heart Foundation endorsement’ rated highest with Recipes’ and ‘Factual articles in Magazines’ next most important just ahead of ‘Tastings in Supermarkets/ Butchers’. Recommendations by well known chefs/ media personalities was next with ‘Ads on TV rated least likely. However, the mean ratings for all six influences fell within a relatively narrow band from 3.02 (top) to 2.48 (bottom) on the four point rating scale, so that each of the influences can be considered to have positive effects. Awareness that Kangaroos are harvested under strict guidelines set out by the National parks and Wildlife Service.

Somewhat less than half (44%) of all respondents were aware of this. Awareness was considerably higher (53% aware) among past and current users of Kangaroo meat than among those who had never eaten kangaroo meat (33%).

Kangaroo meat has been given the National Heart Foundation’s Red Tick of Approval as a healthy meat. Does knowing this make it more likely that you would eat Kangaroo Meat?

Just under half (44%) of respondents agreed that it would. Some 60% of respondents made comments about their answer. Comments were generally positive. The main negative or “doubtful” comments were: “Don’t want to eat Kangaroo” (despite its being a healthy meat){7°}” (But) it’s not readily available”(3%) and “ It has to be pushed/ marketed more to be accepted (3%) Interest in buying Kangaroo meat~for home use in the next six monthsOverall there was not a high level of intention to purchase Kangaroo meat in this period.

There were only 14% who said they were Extremely’ or ‘Very Interested’ However, one third of this’ highly interested’ group were previous non users. Moreover, a further quarter of this group were those who had eaten Kangaroo meat before but not in the past twelve months. This makes a total of more than half of those ‘likely’ home users coming from those who had never eaten the meat or hadn’t eaten it for a year or more. Females were much more likely to be’ Not Very’ or ‘ Not at All Interested’ (61%) as compared to uninterested males (43%).

What is there about Kangaroo meat that makes you say that?

Of those (58% male, 42% female) who said they were Extremely’, ‘Very’ or Tairly Interested’, the main reasons given were: “Like for a change/ like variety of meats (35%), “Like to try again” (18%) and “Like taste” (10%). Of those who were either ‘Not Very’ or ‘Not at All Interested’ (42% male, 58% female), the main reasons given were “Doesn’t appeal - wouldn’t like to eat” (18%), “Habit/ eat only or mainly traditional meats” (17%), ‘They’re like lusty pets - couldn’t eat” (12%) “Eat very little red meat” (9%) and “It’s a native animal- couldn’t eat it (8%).

What are your thoughts about making Kangaroo meat a regular part of your home menu? What further information do vou need to have about Kangaroo meat?

Half of the respondents would not make Kangaroo meat a regular home menu item. However, most of the remainder (33%) said they might use it and 14% definitely would. Some 28% said they required no further information. The next most frequent comments were “Don’t know how to cook and prepare Kangaroo properly” (24%) “Kangaroo not/ needs to be readily available”(11%) and “Will depend on price”( 10%) What are your thoughts about serving Kangaroo meat for children’s meals? Any concerns or advantages?

Most responses were positive, however, some 30% of comments were either against serving the meat to children or at least had some reservation. The most often made comments were: “No concerns” (22%), “Wouldn’t give it to children “ (12°/o), “ No concerns/ No advantages” (9%), “Children wouldn’t eat it if they Imew it was Kangaroo”(9%), and “No problem with children eating it H (8%)

Cattle.- sheep and pigs are slaughtered in the abattoirs while Kangaroos are humanely harvested in the field. Before being made available for human consumption. all of these meats are stringently checked and approved by Government health authorities. Do YOU have any concerns about eating Kangaroo meat because of the way they are harvested?

Most, (73%) said that they held no no concerns, but 27% (slightly more males than females) had concerns. What are your main concerns?Of those having concerns,( and some had more than one concern) the main issues raised were: “Hygiene concerns - because it’s done in the field” (71%), “Whether checked, tested, controlled as with beef and lamb “(47%),” Health concerns, possible worms or diseases in it” (22%) and “Concern that they’re treated humanely”(17%).

Statements - on Eating/ Cooking Practices and Preferences (Nine statements to be agreed or disagreed with.!

Kangaroo eaters (65%) were much more “Among the First to Try new Things” than were non eaters (47%). Kangaroo eaters were also more likely to “Entertain at Home”, to “Eat out Frequently” and to “Like to Cook”. However, Kangaroo eaters were less likely than non eaters to “Like Plain Food rather than Exotic”, and to “Tend to stay with the Same Kind of Food’.

SUMMARY OF MAIN FINDINGS 1. Awareness and Usage of Kangaroo Meat a: Awareness of Kangaroo Meat

Kangaroo meat has a low level of awareness among meat eaters as a meat available for consumption. However, nearly all were aware of Kangaroo meat when prompted.

b: Current Users. Some 25% of all respondents had actually eaten Kangaroo meat in the past year but most had only eaten the meat once or twice in the past year. Males accounted for 60% of users and Kangaroo was most usually eaten at restaurants rather than at home or other places.

c: Past Users. Past users represented 26% of all those interviewed, giving a total of 51% of respondents who were either current or past users of Kangaroo meat. Judging by the ‘Non Use’ reasons they gave, at least half of these past users would be prepared to eat Kangaroo meat again.

d: Non Users of Kangaroo Meat: The main reasons given for non use were reasons which were neutral rather than negative to the idea of eating Kangaroo meat.

e: Home Use of Kangaroo Meat. Relatively few, (7% of all respondents) had eaten Kangaroo meat at home in the past year.

2. Price Perceptions about Kangaroo Meat compared to Other Red Meats. Just under half of all respondents perceived it as “About the Same” or “Slightly Dearer” but nearly 30% “Didn’t Know”.

3. General Attitudes Towards Kangaroos. Respondents have some ambivalence towards use of

Kangaroo meat/ products.

While they tended to agree that Kangaroos were a valuable, utilizable natural resource and that their numbers should be kept down because they were a pest to graziers, they were also inclined to support the view that Kangaroos, being unique to Australia should be protected. Some substantial differences of opinion exist about the place and use of Kangaroos.

4. General Features/ Attributes of Kangaroo Meat. The responses reflected a considerable degree of lack of knowledge and again there were some distinct polarities of opinion. A considerable proportion of those registering definite opinions had never eaten the meat. Once again some definite extremes of opinion were registered.

5. Considerations Relating to Eating/ Purchasing Kangaroo There was a considerable level of unanimity of disagreement with four particular statements, viz, on that the Kangaroo, being on the coat of arms posed a problem, that Kangaroo eaters were insensitive, that Kangaroo meat was only suitable for pet food and that they had ever thought of having Kangaroo for a family meal. For the last statement, lack of awareness and availability were clearly much more the cause than negative attitudes towards Kangaroo meat.

Those who had ever used Kangaroo meat were much more inclined to give responses favouring further use of Kangaroo meat than those who had never used. However, the non users less positive responses would seem to be influenced by their lack of information and awareness.

6. Distribution and Price of Kangaroo. There was a lack of awareness of outlets where Kangaroo meat was available and a considerable level of uncertainty on-price.

7. Particular Influences That Might Affect Kangaroo Meat Purchases. All six suggested influences were rated to have some positive influence, but one, (Heart Foundation Endorsement) gained far more “Very Important” ratings (42.5%) than any of the others.

8. Awareness That Kangaroos are Harvested Under Strict NEWS Guidelines. Less than half (44%) of respondents were aware of this fact.

9. Influence on Likely Usage of the National Heart Foundation’s Red Tick of Approval for Kangaroo Meat. Half said that knowing of this would make them more likely to use Kangaroo meat.

10. Interest in Buying Kangaroo Meat for lIome Use in the Next SO Months. A total of 48% were “Extremely Interested”(14%) or “Fairly Interested” (34%) in doing this. The single main reason given for being interested was “Like for a change/ variety”( 35%).

11. Whether would make Kangaroo Meat a Regular Home Menu Item and Information Needed to do This. While half said Do,’ 33% responded Maybe’ and ‘14%’ YES. Ofthose who required further information, most often mentioned were “Don’t know recipes/ how to cooW prepare Kangaroo properly” (24%), Kangaroo meat not available” (11%).”Depends on price (10%).

12. Whether would Serve Kangaroo for Children’s Meals Most comments were positive, indicating that there was no widespread concern about serving Kangaroo meals to children.

13. Whether Concerned about Field Harvesting of Kangaroos. Most, (73%) were not concerned. However, those who were, commonly expressed multiple concerns and most of these related to worries about health, hygiene and disease control/ checks, with a smaller volume of concerns about humane treatment of Kangaroos.

14. Respondents Profiled by Eating Habits/ Preferences. A number of statements were used to obtain profiles of respondents ‘ activities related to food/ food preparation/ dining out etc. ‘Consciousness of nutrition in food choices’ (86%) was clearly the highest rated statement.

Summary of Findings as they relate to the five “Particular Objectives” of the Project.

Review public perceptions of the Kangaroo Industrv and Kangaroo products. particularly Kangaroo meat. Most urban Australians have limited or no exposure to Kangaroo meat as a food for human consumption. There are some mixed perceptions and some variations in attitudes towards Kangaroos and Kangaroo meat, however, most Australians are prepared to at least try the meat (if they haven’t already), or to eat it again ( if they have) provided that their needs for information, recipes, cooking/ preparation advice, ready availability, acceptable prices etc. are met.

Analyse the social. environmental. economic and other reasons for the perceptions. A lack of informed awareness of Kangaroos/ Kangaroo meat is the main problem. The perceptions held relate to most Australians having little or no direct involvement with Kangaroos as features on their personal landscapes, and only slightly more exposure to Kangaroo meat as a human food. Consequently they have had to rely on a mixture of second hand inputs about Kangaroos / Kangaroo meat. e.g news reports on worms / disease scares, on species conservation issues, TV programmes like “Skippy” etc. There is a further background of mixed associations, e.g. on the one hand the Kangaroo as a proud national symbol and on the other hand Kangaroo as being a meat suitable and used for pet food.

Identify and formulate educational and marketing strategies for the short and long term to mitigate negative and enhance positive perceptions. Detailed educational and marketing strategy suggestions are listed on the following pages. Recommend options which should be taken by the industry and the approach and priority which should be taken for a series of budget levels.

Promotional / Informational / Educational programmes are needed along with improved product ranges and better distribution. The emphasis at this stage should be on in - store and in - restaurant situations, along with supporting activities. If budgets are limited, these programmes should be carried out in a limited number of selected centres, and done properly, rather than trying to cover all areas but not well.

If budgets allow, then the programmes can be extended to a greater range of locations. Recommend areas for follow -on research and development. At a future time a study similar to this should be carried out to measure change in perceptions/ attitudes/ usage etc. In the meantime, the most productive research options would look to be:

Survey chefs / restaurateurs/ caterers to establish how best to facilitate their use / increased use of Kangaroo meat dishes. Survey butchers to establish how best to develop their stocking and promotion of Kangaroo meat.

Carry out consumer acceptance tests on any proposed new forms e.g. with marinades, or of new recipes. Test consumer reaction to planned promotions. Distribution and pricing checks to confirm that distribution levels and stocks are being maintained and that the range of cuts is being carried, as well as checks on pricing, particularly vis a vis other meats

MAIN CONCLUSIONS AND RECOMMENDATIONS

There are several important related matters needing attention in order to further develop the use of Kangaroo meat products. These matters and how they can be addressed are:

A. Increased ‘Top of Mind” Awareness of Kangaroo Meat as one of a consumer’s options when consuming meats as restaurant patrons or as home users. How this awareness can be raised, and the use of Kangaroo meat products be further developed is outlined under ‘B’, ‘C’, and ‘D’ below.

B. Develop Consumers’ Knowledge and Information Levels about Kangaroo Meat.

Most potential consumers have poor or only partial knowledge about Kangaroos, about Kangaroo meat cuts, about how to prepare and cook the meat, on the health and nutritional qualities of the meat and how it compares to other meats, about the health and hygiene practices in harvesting, and on the other background information today’s consumer looks into before using an unfamiliar meat particularly when it is for home consumption for their families.

Awareness and familiarity levels can be increased by such methods as in- store activities such as tastings, by the provision of recipes, preparation/ cooking guides, by the supply of leaflets etc. on health, nutritional and general background information, by encouraging food outlets to supply Kangaroo cuts in pre-prepared, easy to cook presentations like other meats, by co-promoting with complementary products like spices, condiments, rice etc. Restaurant use should also be further developed and encouraged, since, at this stage, most consumers are more likely to have eaten Kangaroo in a restaurant rather than anywhere else. The sheer availability of Kangaroo meals in restaurants is in itself a kind of seal of approval, that this is an available acceptable meat. The more restaurants and the greater the range of cuts/ cuisines available, the better. The provision of appropriate packs and pre-cuts could help to develop increased restaurant use. It would also be helpful to develop an appropriate range of recipes for dishes in the various ethnic cuisines that account for some 60% of Australian restaurant fare.

C. Develop InformationaV Educative/ Promotional Programmes.

This activity also, of course, overlaps with the previous point ‘B’. However, whereas ‘B’ is directed mainly towards developing awareness, familiarity and purchase/ use situations, there is a need to provide a range of other information inputs to potential consumers in order to enhance the climate for Kangaroo meat and industry growth.

There will be the need to provide and disseminate cogent, authoritative and well presented materials on various matters to a range of interested parties (e.g. conservationists, educational institutions, the media). Issues likely to require attention could include: The supposed risk to the preservation of Kangaroo species, the need for controlled and humane culling of Kangaroos to protect the gracing industry,how culling is fully government approved and NPWS controlled, the high hygiene standards met during harvesting, the provision of prompt and authoritative responses to media sources on the inevitable ‘scares’ that arise from time to time.

There will never come a time when all Australians will want to eat Kangaroo, just as many do not eat other meats, whether for conservationist, philosophic or simple taste/ dietary preferences. But the survey results show that there are many Australians quite prepared to try Kangaroo and make their own judgements, but first they need their information requirements satisfied, and, of course, to find outlets stocking the meat. Apart from these more reactive activities there is an even more important role for pro-active initiatives to establish the profile of the industry as a reputable and successful one. Pro-active initiatives could include providing reports on the export success of Kangaroo meats benefiting Australia, balanced and well presented material on the industry for schools, or on related conservation and renewable resources issues. These initiatives may be delivered by various methods as seen to be appropriate - e.g. by speakers, by printed or audio- visual materials or even via Internet sites.

D. Improve the Range/ Availability/ Distribution of Kangaroo Products.

Other than in Adelaide there is a definite need to improve distribution. In most cities Kangaroo cuts are only stocked in limited quantities in a limited number of outlets. To encourage home use in particular,- a wider range of Kangaroo meat cuts need to be both more readily and continuously available in more of the main meat outlets, particularly in more of the major supermarket chains’ branches, as well as in more butcher’s shops. More restaurants need to be encouraged to provide Kangaroo meals, since most consumers now, and in the short to medium term at least, are much more likely to eat their Kangaroo meals at restaurants rather than at home. The provision of appropriate recipes, and the packs of pre- cut portions etc. preferred by restaurants should help to further develop restaurant use.