New Zealand's Beef Promotion Efforts Change Tack to Focus on New Markets

NEW ZEALAND - The story of New Zealand farming and its farmers will be at the heart of Beef + Lamb New Zealand’s new market development strategy targeting new and emerging markets.
calendar icon 28 September 2016
clock icon 1 minute read

After consultation with the wider industry, the farmer-funded organisation is now changing direction.

"B+LNZ will transition out of a market maintenance role in mature markets to focus on developing future growth opportunities, while meat companies will continue their efforts to maintain existing markets," Beef + Lamb New Zealand (B+LNZ) Chairman James Parsons said.

Under the new direction B+LNZ will be closing permanent offices in the United Kingdom, South Korea and Japan in favour of more flexible resources based in New Zealand. It will maintain offices in China and Brussels.

The new red meat 'story' will capture the culture, values and integrity that's long been associated with New Zealand sheep and beef farmers, according to Mr Parsons. It will build on New Zealand's farming systems with free-range, grass-fed livestock. Standards of animal welfare will be authenticated through a national quality assurance (QA) programme, developed through the Red Meat Profit Partnership (RMPP).

Mr Parsons concluded: "We are confident the new approach will drive greater impact for farmers on every levy dollar invested. While New Zealand's beef and lamb products are well positioned in consumers' minds, farm gate returns are still not satisfactory and an area we can influence is how we better position our products in consumers' minds."

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