Through Willow Bend and Kinross Station, Lambpro-backed lamb is supplied across Australia and into premium international markets including Singapore, the USA, Canada, Korea, Japan, the Gulf and Thailand.
These programs show what becomes possible when breeding decisions are made with the end market in mind. Better aligned genetics create the opportunity to produce lamb that is not only highly efficient to breed and finish, but more desirable to
Willow Bend is a premium lamb brand underpinned by Lambpro genetics and a strong focus on eating quality. Built on Lambpro’s Primeline program, it is designed to produce grain-fed Australian lamb with consistent tenderness, high marbling and a mild, clean flavour profile.
The brand reflects the connection between genetics, production and end market, showcasing Lambpro’s focus on breeding sheep that deliver value not only in the paddock, but in the final product. Willow Bend stands as a premium branded lamb offer shaped by quality, consistency and commercial relevance.
Kinross Station is the ultra-premium expression of lamb, built on Kinross Station Hampshire Down genetics and a relentless pursuit of world-leading eating quality. Developed for the top end of the market, the brand represents a vision to produce lamb that stands above conventional premium and defines a category of its own.
With a breeding focus on marbling, carcass integrity, consistency and product excellence, Kinross Station is designed for customers and markets seeking the very best. The KS7 launch was a powerful demonstration of that ambition, setting a new benchmark in ultra-premium lamb and reinforcing Kinross Station’s commitment to produce the world’s best lamb.
Hear from producers supplying into branded lamb programs backed by Lambpro genetics.
Supplying into a premium branded program has reinforced how important the right genetics are, both for production efficiency and final product quality.
Lambpro genetics have helped us produce lambs that better align with the market we are supplying, with the consistency and quality our customers expect.
The connection between genetics and branded lamb outcomes is real. We have seen the value of breeding sheep that suit both our system and the end market.
What stands out with Lambpro is the commercial relevance. The genetics are not just performing in the paddock, they are helping produce a product the market wants.
Supplying into a premium branded program has reinforced how important the right genetics are, both for production efficiency and final product quality.
