Programme connecting farmers to schools bearing fruit
An educational programme, set up by Beef + Land New Zealand, to connect farmers virtually with primary and intermediate school students has reported the successful completion of its second year.
The “Good things start with New Zealand beef and lamb” campaign kicked off last month with TV spots featuring women’s rugby player Stacey Waaka.
In the same vein as previous campaigns, which featured Kiwi athletes like the Evers- Swindell twins, Lisa Carrington and Sophie Pascoe, the campaign highlights the link between sport and New Zealand red meat.
However, it’s more than that, says Beef + Lamb New Zealand Inc. chief executive Kit Arkwright.
“First and foremost, the campaign is a celebration of the product,” he told Rural News just days after the launch. “It’s about that link between life’s memorable moments and New Zealand beef and lamb.”
Arkwright says the campaign targets all New Zealanders, pointing to a 2022 survey, which found that 92.8% of Kiwi adults ate red meat at least once a week.
Arkwright says that Waaka is the perfect fit for the campaign after her memorable try in the Women’s Rugby World Cup final last year.
“Seeing her score her try in that remarkable final, it was clear how much passion and enjoyment she has for representing her country. I don’t think there is a better analogy for how our farmers, butchers and chefs feel about showcasing what makes New Zealand beef and lamb the best in the world.”
He adds that there is never not a good time to reiterate the messaging around the health benefits of red meat.
Arkwright says that while cost is particularly relevant amid the current cost-of-living crisis, it’s important to remember the nutritional value of New Zealand beef and lamb. According to the latest data from Stats NZ, food prices rose 12% for the average household in the past 12 months, with meat, poultry, and fish up 7.8% since March 2022.
“Beef and lamb can be expensive and challenging to afford for some Kiwi families at the moment,” he concedes.
“But I think it’s important to remember the nutritional value red meat has.”
Arkwright says that beef and lamb are one of a range of options available to Kiwis in 2023.
“There are lots of alternatives, but those alternatives are not always like for like nutritionally,” he adds.
Arkwright points particularly to plant-based options marketed as ‘meat alternatives’, saying consumers shouldn’t think they are getting the same nutrition out of those alternatives that they would get from beef and/or lamb.
“It’s like almond milk and cow’s milk, they’re not like for like.”
