This paper covers the medium term market opportunities for NZ lamb in the UK, West Germany and US. These three markets could be developed to accommodate consumer ready cuts from 235,000 tonnes of lamb carcasses, an increase in value of $165 m to NZ by 1990. This could mean an increase to value to NZ farmers of about $10 per head above the schedule ruling during the April/June period of 1985. To achieve this, the NZ lamb exporters, farmers, government departments and all participants in the meat industry must work together towards agreed goals. The provision of a high quality, convenient. good value food item, backed with first class customer service must be the primary objective. Keywords: Market opportunities, NZ lamb exports, UK, West Germany, USA.
