Australian lamb eyes bigger slice of the Philippine market

While the announcement focused on Gamboa’s new role, MLA executives said the broader goal is to expand demand for Australian lamb in a market where it remains a niche offering.

“There is really an opportunity to introduce lamb to the Philippine community because it’s such an underrated protein,” said Valeska, MLA’s regional manager for Southeast Asia.

She acknowledged that many Filipino consumers still perceive lamb as expensive, but said that impression often comes from its association with premium cuts such as lamb racks. The industry is now encouraging chefs to showcase more affordable alternatives, including ribs, shanks, brisket and other value cuts that can be used in a wider range of dishes.

MLA’s Lambassador program began in Japan about a decade ago as part of efforts to make lamb more accessible in a market where consumption was also relatively limited. Today, the initiative has grown into a global network of around 150 chefs, with only two currently representing the Philippines.

The organization is looking to expand that roster, identifying more chefs who can encourage restaurants to incorporate lamb into their menus and introduce diners to different preparations.

During the launch, discussions also turned to adapting lamb for Filipino cuisine, with examples such as adobo, caldereta and sisig raised as possible ways to make the protein more familiar to local diners.

Gamboa, whose restaurant has served Australian lamb since Cirkulo opened in 1995, said a visit to Australia last year gave him a deeper appreciation of the country’s lamb and beef industry after touring farms, butcher shops and restaurants.

The appointment comes as MLA continues working with chefs, retailers and food businesses to increase awareness of Australian red meat in the Philippines, using restaurants as one of its primary channels for introducing consumers to lamb and encouraging broader menu adoption.

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