JCME Industry Influencer Case study - Alpaca Industry

Less than 10 years ago Ian Frith bought a hobby farm and his first dozen

alpacas after a successful career in insurance broking.

We helped him out with a brand identity for the new Millpaca Stud.

MILLPACA & PRIME ALPACA

CASE STUDY | MILLPACA & PRIME ALPACA

Today, they are the leading alpaca faming business in Australia and one of

the most innovative alpaca producers in the world.

Their herd now stands at nearly 5000 head.

Their biggest innovation has been establishing a thriving market for alpaca

meat, until now the missing piece of the puzzle to viable alpaca farming.

Prime Alpaca now produces over 60,000kg of alpaca meat annually.

FROM HOBBY TO HUGE


AUSTRALIAN ALPACA

Millpaca has engaged JCME on a vast array of marketing projects

across both brands, starting with their websites.

THE FOUNDATIONS FOR SUCCESS


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P +612 4464 1728F +612 4464 1728E [email protected]

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Chef David Campbell prepares five alpaca favourites from the menus of his restaurants, Wharf Road and The Hungry Duck

Taste the new worldAlpacas are a relatively new farm species to Australia, having arrived as recently as 1987.

But they have a long and noble history in the culture and economy of South America, where they have been domesticated as the sheep of the Andes for over 6000 years.

Welcome to Illawarra Prime Alpaca

In the barely two decades since their introduction to Australia, Australian breeders have applied to alpacas those same principles of breeding and husbandry which they applied to the Spanish Merino in the previous 200 years, establishing international standards for excellene in meat and fleece production. Today, Australia is poised to lead the New World in the production of high quality alpaca fleece and meat. The qualities which make fine alpaca fleece and lean alpaca meat so special have long been secrets known only to their native Andean owners, but are qualities now increasingly understood and valued by mainstream Australian breeders and broadacre farmers, who see an exciting future in breeding and

further refining the New World alpaca. Illawarra Prime Alpaca is the first of those breeders to recognise and develop the commercial future for large scale alpaca farming, based on the integrated production of high quality lean meat, fine and uniform fleece, and quality pelts for local and overseas markets. The enterprise is underpinned by ongoing science-directed breed development, driven by selective breeding and advanced reproductive techniques, and producing stud and seed stock for the alpaca industry. Share in the pleasure and excitement of this emerging player in the Australian agricultural landscape: savour the taste, rejoice in the softness, and share in the luxury of New World Alpaca:Illawarra Prime Alpaca.

Recipe Videos

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Watch now

So many ways to enjoy Alpaca.

Braised shoulder of alpaca, iceberg lettuce, kimchi and sriracha

Watch Recipe Video now

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Prime CutsQuiatior rumqui con nullaccus imin



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Steamed BunsQuiatior rumqui con nullaccus imin eatem et quae

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Alpaca PateQuiatior rumqui con nullaccus imin eatem et quae


Alpaca JerkyQuiatior rumqui con nullaccus imin eatem et quae


Kofta SticksQuiatior rumqui con nullaccus imin eatem et quae


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Hamburger PattiesQuiatior rumqui con nullaccus imin eatem et quae


When Millpacs decided it would pioneer the alpaca meat market in Australia, it came to

JCME to develop a campaign to change the industry’s thinking.

It proved to be a ground-breaking campaign.

CHANGING THE INDUSTRY


JCME was also engaged to craft a magazine campaign to introduce the general public to

an exciting new protein. This campaign ran in food magazines around the country.

To cut through, JCME took a bold approach.

CHANGING PERCEPTIONS


As part of their commitment to promoting the whole alpaca industry, Millpaca funded an

industry showcase at the Sydney Royal Easter Show. Working to a tight budget, JCME pulled

together an innovative and highly acclaimed themed stand in just a few months.

SHOWCASING THE INDUSTRY


Apart from their range of prime cuts marketed to restaurants, Prime Alpaca also produce a range of

consumer products including alpaca Jerky, Paté, Jus, Steamed Asian Buns and smallgoods. JCME has

been integral in developing the packaging and marketing of these products.

ALPACA PACKAGING


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JCME Industry Influencer Case study - Alpaca Industry