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Twenty-four Lambassadors from 13 countries will go head to head at the WAMMCO AGM in Katanning on Thursday 15 October. We caught up with the woman who brings them here.

Mary Johnson from Meat & Livestock Australia coordinates the Lambassador program’s visit to WA with WAMMCO. Ahead of this year’s AGM, she talks us through the partnership between MLA and WAMMCO, how the program has grown, and what members can expect when the chefs get on the tools.

Meet Mary

Can you tell us a bit about yourself and your role at MLA?
I’m Strategic Partnerships Manager in Meat & Livestock Australia’s International Markets team, where I manage partnership programs to drive demand for Australian red meat internationally. A big part of my role is connecting people and organisations to opportunities that help showcase Australian lamb and beef, ultimately creating value for producers. The Lambassador program is a great example of that, bringing together influential food professionals who love cooking Australian lamb and giving them a platform to share our industry’s story around the world.

What’s your career journey been? What led you to MLA and the agribusiness industry?
I’ve worked at Meat & Livestock Australia for over a decade, including four years in MLA’s London office. My career has focused heavily on communication and stakeholder engagement, and MLA provides an opportunity to combine those skills with an industry that’s innovative, resilient and full of passionate people. It’s rewarding to work in a sector where you can see the impact of your efforts all the way from the farm through to consumers around the world.

MLA and WAMMCO

How do MLA and WAMMCO work together, and where does the Lambassador program sit within that?
MLA and WAMMCO share a strong commitment to supporting Australia’s sheep industry and creating opportunities that benefit producers. While our organisations have different roles within the supply chain, we work together on initiatives that build capability, strengthen industry connections and promote Australian lamb. The opportunity for our Lambassadors to cook at the WAMMCO AGM is a win-win: a chance to showcase one of our international marketing initiatives to hundreds of producers, and our Lambassadors get to cook for and meet the people who produce the product!

What does MLA’s partnership with a co-operative like WAMMCO bring to members and producers?
This partnership is a unique opportunity for us, and our Lambassadors, to engage directly with WAMMCO producers. Co-operatives have a strong connection to their membership base, so together we’re able to create programs that are practical, relevant and genuinely valuable.

The AGM

Talk us through your role in organising the Lambassadors for this year’s AGM. What’s involved in the lead-up?
There’s quite a bit that happens behind the scenes. Working closely with WAMMCO, we coordinate everything from in-market Lambassador recruitment and travel logistics through to event planning and competition activation. The lead-up is all about making sure the Lambassadors have a great experience, understand what’s involved, and are ready to take on the cooking challenge.

What can everyone expect from the Lambassadors at this year’s AGM?
The Lambassadors bring enormous energy to the AGM. Members can expect to hear from advocates for Australian lamb who are keen to learn, connect and contribute. The Lambassadors are also keen to show off their skills on the tools in the cooking competition, which promises to be a delicious way to conclude the AGM!

A growing program

The Lambassador program has grown over time. How has that journey unfolded?
What began as an initiative to engage a small group of passionate lamb advocates in Japan has developed into a highly anticipated global program. It has been running for over a decade, and we continue to see real value in working with food professionals to partner with MLA and share the great story that Aussie lamb has to tell. Each year has built on the success of the last, expanding opportunities for participants to connect with producers, industry stakeholders and consumers.

How many Lambassadors are joining us this year?
This year we’re welcoming 24 Lambassadors, who will be visiting WA and Victoria over the course of a week. It’s encouraging to see the program continue to expand and attract high-quality candidates.

What’s driving that growth?
There’s certainly growing interest from Lambassadors who recognise the opportunities the program provides, but we’re also seeing strong support from industry partners who understand the importance of developing advocates for Australian lamb. The program delivers real value through networking, education and industry exposure, and that reputation continues to attract more interest each year.

What it means for Australian lamb

What does the program mean for Australian lamb, and the way it’s represented here and overseas?
The program helps build a global network of informed and passionate food professionals who can tell the story of Australian lamb with authenticity and credibility. Whether they’re talking to consumers, chefs, retailers or industry stakeholders, Lambassadors help showcase the quality, sustainability and care that underpin Australian lamb production.

Why does a program like this matter right now?
The industry is operating in an increasingly competitive and connected environment. Consumers want to know more about where their food comes from, how it’s produced and the people behind it. The Lambassador program helps bridge that gap by creating knowledgeable advocates who can communicate those stories in a genuine and relatable way. Lambassadors are helping build trust, strengthen industry connections and create a positive future for Australian lamb.

The cook-off

Talk us through the competition. What will the Lambassadors be cooking, and how does it work on the day?
The Lambassadors will be split into six teams, each given one of three cuts to work with: shoulder, short loin or chump. Over two hours they will put their culinary skills to the test, preparing Australian lamb dishes that showcase the product’s quality, versatility and flavour. And those in the audience will be the judges, so make sure you bring your appetite!

What’s up for grabs for the winner?
Chefs are inherently competitive, so it’s really about the glory and bragging rights for the rest of the tour. They’ll gain valuable exposure and experience working with excellent WAMMCO product in a unique environment. And we might just present them with a token of Australian culture as a keepsake.

Join us in Katanning

The 2026 WAMMCO AGM is on Thursday 15 October at Katanning Leisure Centre. Arrive from 10:00am for a 10:30am start. Alongside the Lambassador cook-off, the day features the 2025/26 Producer of the Year awards and insights on the future of the global and local sheep industry.

Lunch is being prepared by our visiting chefs, so please RSVP to Rob Davidson on rdavidson@wammco.com.au or 0429 380 195 with the name, email and mobile of everyone attending. More details at wammco.com.au/agm-2026.

Haven’t completed the 2026 Members Survey yet? It takes 10-15 minutes and helps shape how WAMMCO plans supply, services and support. Take the survey.