DAVID Thomason - responsible for reviving the image of lamb in Australia and beyond - has joined the ranks of Certified Australian Angus Beef.
Mr Thomason has accepted a position as director at CAAB following a 12-year stint with Meat and Livestock Australia as general manager for domestic marketing.
It was from this position he oversaw the long-running lamb campaign featuring Sam Kekovich; a runaway success credited with elevating Australian lamb from an everyday protein to a delicacy.
He also drove the well received Red Meat Feel Good campaigns featuring Sam Neill and Dennis the orangutan.
CAAB chief executive, Phil Morley said he was ``tickled pink'' to have Mr Thomason on board.
"David brings a wealth of experience in the area of marketing and strategic planning and that's what CAAB is all about; take the product to the consumer."
