SAM Kekovich is headed into enemy territory.
The man now famous as Australia's greatest lamb fan will be in the nation's beef capital during next month's Primex exhibition, to urge Northern Rivers residents to abandon their t-bones in favour of a lamb chop.
Kekovich will be promoting lamb on behalf of Meat and Livestock Australia while raising funds for the Northern Rivers Prostate Cancer Support Group through a lamb barbecue, backed by Casino's Madsen Meats, at Primex on June 15.
The exhibition runs from Thursday, June 14, to Saturday, June 16 and draws tens of thousands of visitors from across rural Australia.
Despite the risk of a blue between Kekovich and irate cockies, Primex director Bruce Wright said the event's organizers were delighted to have him on board.
"The event is about promoting the diverse range of Australian primary production and this is a fantastic link with the MLA lamb campaign," Mr Wright said.
"It's certainly not something you see every day - Lambassador Sam is set to make a huge impact at Primex and may even designate Casino the Lamb Capital."
Click here for Primex details and program information.