Research into British dining preferences provides a challenge to New Zealand marketers:
Taste, texture and cut were the most important reasons for choosing beef or lamb from the menu. For beef, size, trim and preparation were rated next most important, and for lamb it was type of dish, country of origin, trim and price.
Many respondents wanted to know where meat came from, as they felt local sourcing supported UK farming, showed environmental responsibility and meant meat was fresher.
Respondents were prepared to accept more inconsistencies in the shape and size of locally sourced meat, than from mainstream branded restaurants.
There’s nothing we can do about our location and the distance our meat has to travel from the paddock to the British restaurant table. Although our extensive, free range farming systems produce beef and lamb with a smaller environmental footprint than British meat, even when the travel is taken into account.
That’s not an easy message to get across to consumers though. It might be better to put our efforts into ensuring that all New Zealand lamb on British menus is better than the competition’s.
It’s very difficult to counter a preference for local produce which is mostly based on emotion, but we shouldn’t have a problem when competing on quality.
Homepaddock 
No we can’t do much about our location but we can point out the carbon footprint. We are by far the better environmental option as you point out. Why aren’t we ?
With regard to lamb I was in the UK 3 years ago for Christmas and I was pissed off to see a leg of lamb selling for 8 pounds in Salisbury’s cheaper than I could buy it in NZ. That was in London. My question would be given a lanb earns a farmer about $60-$70 NZ who the hell is making all the money ?
In Edinburgh I ate in both a pub and a 2 star Michelin restaurant scotch fillet ( Angus )and it was divine better than anything I have eaten in NZ restaurant’s I kmow that Scotland are breeding very good beef.
I was delighted to see NZ wine had its own section in Salisbury’s and our wine was probably the most expensive some French stuff was more but we were leading the New World wines. I just hope the producers were getting the premium.
LikeLike