The meat industry is launching a campaign in China to make consumers aware of the unique health attributes of New Zealand's grass-fed animal meat.

MPI director-general Ray Smith acknowledges the tough times that sheep and beef farmers are going through in terms of loss of profitability and says he's been to many of the regions hammered by weather events. He describes the situation as heartbreaking.

A stalwart of rural journalism, David Anderson, has died at home in Timaru following a prolonged illness.

A warning to the red meat sector that competition in many of its key markets is heating up.