It's a new luxury item similar to Wagyu beef."It is hard to explain how those retail trends shift and consumers shift, but boy, demand for lamb is strong in America and around the world."He believes some of that demand is being driven by the search for protein across generations."There's a huge wave chasing protein and the GLP1 drugs, the weight loss drugs, a lot of those diets are designed around small amounts of high-quality protein. "So we're in a spot where every generational group in America is chasing high-quality protein at the same time." As one of the world's largest producers, Australia exports about 70 per cent of its lamb overseas — largely to China and the United States.Australians eat an average of between 4 to 6 kilograms of sheep meat annually per person — one of the highest rates in the world.But despite receiving a large volume of Australia's lamb exports, Mr Stuart says Americans consume significantly less when averaged out."We're 40 kilos of chicken a year in America — half a kilo of lamb."One person working to change that is USA-based chef and media personality Jess Pryles, who believes Australian lamb is "nowhere near" as popular as it should be in the States."That's what I'm hoping to change," Ms Pryles said."In my experience, anytime I can get an American to try lamb, I always hear the same response, which is, 'Oh, I thought I wasn't going to like it