Virgin Australia has launched a nationwide search for New Zealand’s finest meat supplier for its flights across the Tasman.
The campaign comes as a jab to its former partner Air New Zealand, after New Zealand’s national airline announced its plant-based “impossible” burger for flights to and from Los Angeles.
The Australian airline’s campaign, dubbed “Got Beef”, was pronounced in conjunction with Beef + Lamb New Zealand.
Beef + Lamb NZ chief executive Rod Slater told RadioLIVE that the organisation will help Virgin Australia source its forthcoming meat suppliers.
- NZ Agriculture Show prepares for keeping cattle safe amid M bovis threat
- Kiwi woman to race in 'The Hunger Games on horseback'
“It’s probably gained a lot more publicity than I thought it would’ve, but I guess we can understand why,” Mr Slater said.
While Air NZ’s meat-free burger came as a surprise to the farming community, Mr Slater emphasised that the national airline has long carried local meat on their flights.
Virgin Australia requests that Kiwi meat producers tell their story by email in 200 words or less on why their meat should be selected.
Air NZ and Virgin Australia had been working in partnership since 2010. Air NZ sold its stake in 2016 and pulled out of the partnership entirely in April.
Virgin Australia took an additional hit when its rival Qantas announced a partnership with Air NZ in June.
Watch the full interview with Rod Slater above.