Page 49 - NZ Herefords Magazine 2018

Industry Focus

NZ Red Meat Story

– meat as nature intended

WORDS / PHOTOGRAPHS BEEF + LAMB NEW ZEALAND

NEW ZEALAND’S FIRST RED MEAT origin brand and story will drivers. Importantly, they sought to determine what motivates
be launched in international markets later this year. consumers to pay a premium for red meat.
Developed by Beef + Lamb New Zealand’s (B+LNZ) market They then developed creative concepts around the brand
development team following a comprehensive international market and story and tested these in six markets – including China,
research programme, the brand is intended to complement and United States, United Kingdom, Germany, United Arab Emirates
add value to individual processor/exporter brands. and New Zealand. The results of this research informed the
B+LNZ’s global manager – New Zealand Red Meat Story, development of the brand and story.
Michael Wan, says the brand and story have been developed Michael says they are now developing a strategy to launch
with the aim of lifting sector profitability by positioning New the origin brand in partnership with meat companies and other
Zealand beef and lamb as a premium food choice globally. stakeholders. He says it is important to identify the right countries,
The brand leverages off New Zealand’s unique place the right channels and the right initiatives in order to prioritise.
and approach to farming. It is designed to appeal to health- “I’m confident that together we are creating something great
conscious consumers who are prepared to pay a premium for but the challenge will be in the execution.
red meat produced in an authentic and natural way that aligns “How we collectively decide to bring our brand to life and
with their values. capture greater returns will ultimately define its success.”
The team’s research showed that meat retailing has become
dramatically more sophisticated and, while New Zealand’s image “THERE IS A REAL DESIRE FOR THIS
overall is positive, it is weak in terms of red meat production. CONNECTION WITH FOOD THAT IS
“In terms of origin marketing we are being left behind other
nations,” Michael says. MORE NATURAL, WHICH RESULTS IN AN
He says country or proof of origin is a primary navigation EXCELLENT EATING EXPERIENCE.”
tool for consumers when they are making purchase decisions; it
is a shortcut to trust and an early filter for consideration. BELOW: B+LNZ’s global manager – New Zealand Red Meat Story,
Michael Wan, says New Zealand’s first red meat origin brand and
Consumers place importance on products that are grass- story have been developed with the aim of lifting sector profitability
fed and free from hormones, GMOs and antibiotics, and are by positioning New Zealand beef and lamb as a premium food
increasingly anxious about food safety and distrusting of choice globally.
industrialised food production systems – such as factory farms.
“There is a real desire for this connection with food that is
more natural, which results in an excellent eating experience.”
While health-conscious consumers are eating less red meat,
they are demanding high quality meat raised as nature intended,
with integrity, respect and little intervention.
New Zealand, he says, can meet that need.
“Ultimately our research revealed what is most appealing
to consumers and that is the unique taste of grass-fed beef
and lamb that has been raised in an authentic, peaceful way, in
harmony with our beautiful environment.
“This represents a real opportunity for New Zealand.”
As well as appealing to consumers overseas, Michael says the
brand and story will also be used to deliver accurate information
about this country’s farming systems to the New Zealand public.
The brand and story have been the result of over a year’s
work, by the market development team and Michael says the
process has been customer-led and insight-driven.
They spoke to over 200 consumers, food service professionals
and supply-chain stakeholders in eight of New Zealand’s key
and emerging markets, testing ideas and understanding value
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