New York City , NY – Meat & Livestock Australia (MLA) announced today it will launch its new consumer recipe book, Easy. Any Day - Australian lamb for all seasons with book signings by U.S. based Australian chef, television personality and award-winning author Sally James at the Food & Wine Classic in Aspen, Colorado 15-17 June.

The publication represents the next phase in the roll out of MLA’s new marketing campaign aimed at increasing consumer awareness of Australian lamb and follows the successful launch of the new print media advertising campaign which uses the same positioning - Australian lamb is easy to use, any day, all year round.

MLA Regional Manager, Michelle Gorman said “The recipe book is the next installment of our new consumer marketing campaign and was developed because market researched showed that younger consumers were interested in trying lamb but not confident when preparing and cooking it. This recipe book provides the guidance people need to help feel more comfortable when cooking lamb.”

The book supports the advertising campaign by presenting recipes matched to the four seasons and was developed in association with Australian Chef Sally James as a follow up to the extremely popular recipe book, simply delicious- Australian lamb for any occasion.

Ms Gorman said “Most recipes in the new book require fewer than six ingredients and 30 minutes to prepare making them ideal for casual dining. We’ve also included a selection to challenge your skills and your taste buds - just so you have something up your sleeve for special occasions” she said.

“We know lamb evokes very strong emotional responses when prepared for special occasions such as family celebrations and holiday feasts. Now you can bring that same sentiment to the table for casual dining as well” she said.

Ms Gorman said “Consumers who want a copy of the new book can register online at MLA’s award-winning website www.australian-lamb.com where they can also subscribe to MLA’s Australian lamb e-newsletter or browse for more information including nutritional facts and a store locator to identify stockist of Australian lamb in their local area.”

Australian lamb is an all-natural product free of artificial additives and hormone growth promotants. Its mild and succulent flavor is a direct result of Australia’s clean and pure environment.