New brand to capture more value for our red meat

Rural Exchange 06/05/2018

A fresh blueprint and a new brand has been unveiled by Beef + Lamb New Zealand, designed to capture more value for New Zealand’s sheepmeat and beef overseas.

The Red Meat Story and Taste Pure Nature origin brand will be used as a global brand platform to underpin exporters’ marketing programmes and enhance the positioning of New Zealand red meat.

Sam McIvor, chief executive of B+LNZ, said consumer research shows New Zealand’s overall image as a country is positive, but weak in relation to red meat in high growth markets.

"Taste Pure Nature is our unique point of difference and is central to our promise of the purest and most natural meat taste experiences in the world."

Michael Wan from B+LNZ joined Rural Exchange to discuss the development of these initiatives and why our meat industry needs the support of a new brand.

“[The brand] will help us position New Zealand sheepmeat and beef overseas at a premium, to ultimately capture greater returns for our farmers and rural communities.

“Throughout this entire process we’ve been fundamentally using a philosophy of a collective industry approach,” he said. “We’ve been very much engaged and collaborative with both our meat exporting companies and our farmers as well.”

Mr Wan told RadioLIVE it’s taken 12 months to develop the brand.

“And there’s been a lot of engagement throughout that process. We’re really pleased to say that we’ve got the entire meat sector, or meat processing companies, on board and supportive of the brand and our implementation plan.

“We’re now working very closely with them on more of detailed blueprint to activate the brand in certain pilot markets.”

He says the response from farmers has been “overwhelmingly positive”.

Beef + Lamb New Zealand will be hosting a series of meetings for farmers to learn more about the Red Meat Story and Origin Brand in the coming months.

Watch the full interview with Michael Wan above.

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