Establishing a new category requires a clear reason to believe. For Gundagai Lamb, that means understanding what matters to producers, chefs, distributors and consumers, then shaping the messaging and opportunities that build relevance with each audience.

From producer communications and sales tools to chef engagement, media, partnerships and international markets, every touchpoint reinforces a consistent brand story, tailored to its audience.

Putting the people and thinking behind Gundagai Lamb at the centre of its story has created another opportunity to build influence and credibility.

Through thought leadership, media, speaking opportunities and founder-led content, we have strengthened Will Barton's industry profile and extended the brand's reach beyond its owned channels.

In Q1 2026, Gundagai Lamb and its team generated over 100,000 LinkedIn impressions, an increase of more than 85% year-on-year.

We deliberately moved away from producing content to fill a calendar. The focus became value over volume: a stronger point of view, greater relevance, more personality and a deliberate mix of high-production storytelling and immediate founder-led content.

Every touchpoint has a job to do, whether that is building producer trust, creating demand with chefs, supporting a distributor conversation or contributing to the broader category story.

Our role often starts before there is a brief. We work alongside the team to identify partnerships, media opportunities, market trends, sales initiatives and new ways to take the brand to market, then pressure-test where Gundagai Lamb's time and investment will create the most value.