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The gross value of Australia's agriculture industry in 2001/2002 was A$38.4 billion with 65% allocated to exports. The major exports markets are South East Asia, Japan, USA, and the EU. Products include wool, beef, wheat, cotton, sugar, and wine. For Australia there have been significant changes over time in markets and production arrangements in the international arena. This is also true of the domestic market especially in the area of meat products. Australians, once dominant red meat eaters, have now ‘gone chicken.’ The total yearly consumption of meats averages around 110 kg per person. Beef up until recent years has always been the dominant player. However, in the last 30 years chicken consumption has risen from being a marginal food item to being a product that is expected to eclipse beef consumption in the very near future. This paper explores the trends and examines the changes as they are reflected by the behaviour of consumers and market chain drivers. The paper provides suggestions that could he gainfully employed at the consumer behaviour levels for other meat producers. [ABSTRACT FROM AUTHOR]