A new e-commerce platform has been launched to connect Dorper lamb producers straight to customers.
PDL Marketplace is the latest step for the Prime Dorper Lamb branded product.
The platform was originally developed through a collaboration between the Dorper Sheep Society of Australia, Meat & Livestock Australia and Langano Business Strategists.
It is now being independently run by a south east Queensland project team led by senior business strategist, Joe Barnewall, and prime lamb producer, Donna Emmerton.
Ms Emmerton and her husband, Stephen, have been breeding Dorpers for 13 years and selling their Downs Dorper Lamb brand locally on the Darling Downs for the past 12 months.
She spent six years on the Dorper Sheep Society of Australia federal board and was involved in the development of the Prime Dorper Lamb brand.
Whereas in the past producers under the Prime Dorper Lamb brand did their own marketing, the new platform will bring producers in launched areas together on a single website.
Ms Emmerton said the platform could give Dorper producers some stability and better outcomes in tough seasonal conditions.
"There is a lot of work involved in breeding, finishing and marketing your own product and PDL Marketplace gives producers an option to sell directly to the customer but still concentrate on what they do best - producing an ethically raised premium product," she said.
Dorper Sheep Society of Australia president Tim Stevenson said with the drought, any way for producers to become more efficient was a great thing.