NEW ZEALAND, Timaru. Beef + Lamb New Zealand’s (B+LNZ) Annual Meeting in Timaru has focused on how the conversation on food has changed, with consumers thinking more about the provenance of their food and how the country’s sheep and beef sector is using that to build a premium for New Zealand beef and lamb.
“Meat’s role in the diet is under scrutiny because of environmental and animal welfare concerns, but there is also growing demand for grass-fed, naturally raised beef and lamb, which is what New Zealand produces,” says B+LNZ Chairman Andrew Morrison. “We are uniquely placed to capitalise on these growing trends and more strategically position our product in the market.”
Farmers at the Annual Meeting were treated to an exclusive look at B+LNZ’s Taste Pure Nature country of origin brand, which is just about to begin its pilot rollout in California, hearing from both consumers and advertising agencies in the United States about their perceptions of New Zealand and getting insights on why B+LNZ is targeting a group they’ve dubbed as the “Conscious Foodies”.
Farmers were also updated about the challenges facing the sector in 2019 with insights from the Ministry for Primary Industries, National Party Climate Change Spokesperson Todd Muller, and B+LNZ’s Environmental Reference Group Chair Mark Adams, on issues such as climate change, water quality, and biodiversity all set for regulatory change in the months ahead.