Beef + Lamb NZ has launched a exciting blueprint and a new brand designed to capture more value for New Zealand’s sheepmeat and beef overseas:
Nature is the best producer of food, no question.
And in our remote, unspoilt corner of the world we enjoy some of nature’s best growing conditions.
Our climate is gentle, with clear blue skies and plentiful fresh rains that nourish young, fertile soils.
Our wide open spaces are brimming with lush, green grasses that animals roam through and graze on, freely and happily.
As farmers we work with these natural gifts to produce the one thing you can only get from New Zealand beef and lamb.
That’s the taste of pure nature. . .
The aim is to differentiate New Zealand red meat:
. . . B+LNZ chief executive Sam McIvor said competing red meat exporters were investing heavily to differentiate their products.
“Australia, for example, invests around NZ$68 million per year in marketing its red meat based on the True Aussie brand and Ireland invests in its sustainability programme Origin Green.
“It’s critical New Zealand moves now to safeguard and enhance our position as a premium producer.”
The brand is built on the positive image consumers have of NZ but that same research showed consumer perception was weak in relation to marketing NZ red meat in high growth markets.
McIvor said research also showed a product’s country of origin was a major purchasing factor for consumers, retailers and the foodservice sector.
“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.” . .
Companies wanting to use the trademarked Taste Pure Nature brand must apply for a licence and meet certain standards.