The world’s first ultra-premium lamb brings lamb dining to a new level

A world-first lamb product graded at 7% intramuscular fat (IMF) and above will soon hit premium restaurant plates in Sydney, following its launch today by Kinross Station and Endeavour Meats, in collaboration with Meat & Livestock Australia (MLA).

The KS7 brand was officially unveiled at MLA’s state-of-the-art kitchen in North Sydney, where chefs, producers, and industry leaders, including celebrity chef Matt Moran, tasted this latest innovation in lamb for foodservice.

The launch directly aligns to MLA’s ambition to deliver Value-Based Marketing (VBM), a strategic approach that connects livestock production and product development with exceeding consumer expectations for quality, provenance, and a luxury eating experience.

According to the MLA, KS7’s high IMF delivers a luxurious mouthfeel, superior juiciness, and depth of flavour that rivals the best cuts of beef, making it ideal for premium dining experiences.

The KS7 brand is supplied by Tom Bull, founder of Kinross Station, whose clients have been selectively breeding for high marbling traits.

Celebrity chef Matt Moran helped launch the brand and he said that KS7 lamb will appear on the menu at Chophouse from mid-September, giving diners a first taste of this ultra-premium innovation.

“I have known Tom Bull for a few years now and have watched him grow the Kinross brand raising the bar higher and higher. KS7 is a product raised from sheer determination, dedication, and bloody hard work,” Mr Moran said.

“KS7 is the first of its kind with 7% intramuscular fat and has everything it takes the showcase Australian lamb on the world stage. Congratulations Tom and the Kinross team.”

According to Mr Bull KS7 is lamb’s first entry into the ultra-premium meat market.

“We’ve seen flocks where up to 60% of lambs meet KS7’s stringent specifications. For producers, the payoff is significant,” said Mr Bull.

“Lambs that meet the marbling standard can attract up to $1 more per kilogram, which means an extra $35 per head at export weights.

“It’s also about creating a product that chefs trust and diners will remember.”

Michael Crowley, Managing Director of MLA, said KS7 represents a bold leap forward for the lamb industry.

“KS7 demonstrates innovation at its highest level. It’s the result of decades of commitment and dedication to identify superior genetics, optimisation of production with a crystal clear focus on delivering a luxury consumer experience that elevates lamb to new heights,” Mr Crowley said.

“MLA has identified the significant upside opportunities for the industry through our focus on value-based marketing in our new 2030 Strategic Plan. Producers like Tom Bull are demonstrating what is possible for the industry and consumers with a focus on premium product.

“This brand is based on elite genetic selection, targeted breeding for intramuscular fat (IMF) traits, precision feeding systems, and advanced objective measurement technologies to measure IMF.

“Importantly, KS7 is a fantastic example of how lamb can become a serious premium product when strict specifications backed up with a dedicated supply chain delivers a truly luxury experience.

“For the broader industry, genomics, objective measurement technology, individual carcase feedback is critical to unlocking further lamb and sheep industry value that will also enable the adoption of a the cuts based eating quality model for sheepmeat through Meat Standards Australia (MSA).”

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Tuesday, 15th July 2025

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