Duck appeal: Daniel Shoppee

While duck is considered to be an excellent, flavorsome protein source and is beloved around the world, it is not yet as widely consumed in Australia as other protein meats. However, an Australian family company is set to change that with innovative products and marketing, which promise to put more duck on Aussie dinner plates.

Luv-a-Duck is a renowned Australian brand specializing in high-quality duck products. Established in 1968 by the grandfather of Daniel Shoppee, CEO at Luv-a-Duck, the company is dedicated to providing fresh, premium duck meat sourced locally.

"It’s a family business, so the family values that we have around the quality and the integrity of what we do is at the heart of our operations, and that will always be the case," Shoppee says.

Increasing visibility

In 2007, Shoppee commenced a seven-year traineeship with the company, which saw him working across the whole spectrum of the business. During this time, he also completed an MBA at Federation University, and in 2015 he left temporarily to do a year-long stint in the United Kingdom at poultry producer Faccenda Foods.

On returning to Australia and Luv-a-Duck, Shoppee brought a wealth of experience and innovation to the family business. His passion ignited, he quickly rose in the ranks and this year was awarded the top job.

"As CEO, I want to share what I know about Luv-a-Duck products with Australia – that duck is such a great protein to enjoy regularly and it’s readily accessible, too," he says. "Luv-a-Duck is committed to making duck more visible and accessible for people around the country."

Luv-a-Duck continues to be a leader in the Australian duck market, which is only going to grow stronger, Shoppee says.

"Nationally, Australians only eat around 400 grams of duck per person each year, so there’s huge opportunity for growth," he explains.

While Australians consume up to 50 kilograms of chicken on average per year, Shoppee says reaching such lofty heights isn’t the company’s goal.

"Duck is a premium protein and it should be savored for those special moments," he reflects. "Our ultimate goal is to increase consumption from 400 grams per year to two kilograms."

Increasing visibility of duck products on supermarket shelves as an alternative to chicken, beef and pork, according to Shoppee, is the main ambition.

"People say they just don’t see duck that often on shelves or on menus, so that’s our big driver at the moment – changing that visibility," he says. "We’re achieving that with the new marketing campaigns and product rollouts."

The company’s clever new marketing slogan – ‘Give-a-Duck’ – is not only giving Australians a giggle but is also promoting duck as an exciting alternative protein to cook with.

Expansive growth

Luv-a-Duck offers a diverse range of products, including whole ducks, duck breasts and ready-to-cook meals, catering to both home cooks and professional chefs. Its commitment to quality is evident in its meticulous processing methods and innovative recipes, making duck a versatile and accessible option for culinary enthusiasts.

The company’s headquarters were established in the small rural Victorian town of Nhill in 1968, and it is now the largest private employer in the region. The family works alongside a dedicated team who, in many instances, have been working with Luv-a-Duck for decades.

"Our family has grown up through the business, and we’ve worked alongside our employees for many years," he says. "Our staff are part of the family, and we’ve been working with some for over 30 years."

Nhill is also where the Karen–Burmese community has established itself; a hard-working migrant community that now serves the local region and makes up 18 percent of the town’s population, and is fundamental to Luv-a-Duck’s Nhill operations.

Growth has played a significant role in the company’s longevity, highlighted by its extensive new location in Ballarat.

"We built a brand new plant in Ballarat in 2021, which was a A$25 million [US$16.5 million] investment," he says. "This is where we cook and flavor the duck – what we call value-added – and it’s also our distribution facility."

The company has also extended its leadership team, which has been instrumental in its continued growth.

"Everyone has a huge buy-in to what we do and it’s a very energetic, motivated team," he says.

With a strong emphasis on sustainable farming practices, Luv-a-Duck ensures the wellbeing of their ducks and the environment.

"The efficiencies and biosecurity metrics that we have through our livestock division are truly world-class," he explains.

The company also places significant emphasis on innovation.

"R&D has shaped our operations significantly in the past, and in the future it will be more so. We want to make duck more affordable and approachable for everyone," Shoppee says.

"Duck is such an amazing, high quality and versatile protein. When a consumer goes to purchase a Luv-a-Duck Peking duck breast off the shelf, they’re to going trust that it is of the highest quality, and that it was produced with the best care.

"Great food brings people together; that’s really what we’re trying to do."