Celebrated Filipino chef J. Gamboa has officially been named the newest Philippine Ambassador for Meat & Livestock Australia (MLA), joining the organization’s growing global network of culinary advocates promoting Australian lamb.
The announcement was made during an intimate press lunch held at Cirkulo Restaurant, attended by members of the media and key industry partners.
The appointment forms part of MLA’s international Lambassador initiative, a chef-led advocacy program that highlights the quality, versatility and global appeal of Australian lamb. Over the past decade, the program has evolved into one of MLA’s strongest international marketing platforms, connecting respected chefs around the world who are passionate about cooking with Australian lamb and sharing its culinary potential in their respective markets.
Earlier this year, MLA launched its Australian Lamb campaign, one of the organization’s biggest annual investments. The campaign was rolled out across online video, cinema, radio, retail point-of-sale, paid social media, influencer marketing and public relations efforts. Its main objective remains consistent each year: to keep lamb top of mind among consumers while driving in-store purchases during the summer season and introducing new Lambassadors.
Elevating Australian lamb in the Philippines
As the newest Lambassador for the Philippines, Chef Gamboa will spearhead initiatives aimed at inspiring menu innovation, strengthening chef engagement and making lamb more accessible to Filipino consumers.
“I’ve been a big fan of Australian Lamb since we opened Cirkulo in 1995,” shared Chef Gamboa. “Through the years, Australian lamb has always been among our guests’ favorites on the menu — from Garlic and Pepper Crusted Slow Roasted Australian Lamb Ribs to Cordero Lechal Asado. I’m honored to be an Ambassador and happy to share and promote our Australian Lamb and Beef dishes with our guests.”
MLA described the Lambassador program as more than a culinary partnership, emphasizing its role as a strategic marketing initiative that leverages the influence of respected chefs to tell the story of Australian lamb in their home countries.
“Chef represents the best of what we look for in an Ambassador — culinary excellence, strong industry influence and a genuine passion for quality ingredients. We welcome him to the global Lambassador club,” said Valeska, MLA’s Regional Manager for Southeast Asia.
Australian lamb is recognized globally for its food safety standards, natural production systems and consistent eating quality. Through chef-led advocacy, MLA aims to bridge the gap between product awareness and actual menu adoption in restaurants and homes alike.
A showcase of Australian red meat
Guests at the luncheon were treated to a curated menu showcasing the versatility of Australian lamb alongside premium Australian beef dishes.
Featured dishes included Slow Roasted Australian Lamb Shortribs, Cordero Lechal Asado, Lamb Shank Ossobuco, Tartar de Buey, and charcoal-grilled Stanbroke Farms Australian Ribeye cooked in Cirkulo’s custom Josper oven.
The event also highlighted the adaptability of Australian red meat across different culinary styles and preparations, offering attendees a firsthand experience of its quality and flavor.
Strengthening industry engagement
Moving forward, Chef Gamboa is expected to lead chef collaborations, menu development initiatives and consumer-facing activities designed to further strengthen awareness and appreciation for Australian lamb in the Philippines.
“With a strong focus on education, inspiration and real-world application, the Lambassador program continues to support the Philippine food industry in elevating standards and expanding protein choices,” said Beej Sison, Business Development Manager Philippines
MLA added that its ongoing efforts are centered on strengthening both industry capability and consumer engagement by working closely with chefs, retailers and partners to build confidence in Australian lamb while creating more meaningful dining experiences for Filipino consumers.
