IT is not often that you see a group of farmers wandering around a Perth shopping centre with a bit of a spring in their step.
But it was a willing group of Jerramungup and Ravensthorpe lamb producers who visited Booragoon butcher, Exclusive Meats, last week to see how their locally branded carcases looked on the hook and in the display counter.
Members of the Fitzgerald Biosphere Marketing Association, the group is part of a six-week pilot project involving lamb and yabby producers from the Fitzgerald Biosphere Group and Ravensthorpe Agricultural Initiative Netork.
The Fitzgerald Biosphere-branded produce was available at four Perth butchers and on the menu at top restaurant Jessica's at the Hyatt Hotel.
Farmers in the trial have had to meet Q Lamb quality assurance specifications and are involved with the group's environmental management system trial.
The produce carries the messages "quality without compromise" and "produced in co-operation with nature".
Promotional material explaining the uniqueness of the UNESCO-endorsed Fitzgerald Biosphere has been produced for customers at the retail outlets and Jessica's, and staff at the butcher shop were briefed at the project's commencement.
Processors Hillside Abattoirs, Narrogin, and Cabinata Yabbies, Kukerin, were involved in the trial.
Agriculture Department development officer Sandy White, who was also involved in the project, said providing a consistent product was imperative and lamb producers needed to select sires based on Lambplan or Merino Genetic Services estimated breeding values with good eye muscle depth and back fat.