Red meat exporters to lead Taste Pure Nature programme

This follows an agreement between Beef + Lamb New Zealand (B+LNZ) and the Meat Industry Association (MIA).

The new phase will see Kiwi exporters take the lead in advancing the Taste Pure Nature brand and activity programme, which is designed to raise awareness and drive preference for New Zealand grass-fed beef and lamb.

“As a sector, our future lies in driving more value and ultimately higher premiums for our products,” says Kate Acland, chair of B+LNZ.

She says the Taste Pure Nature programme has successfully proven the value of New Zealand farmers’ story, and the impact that can be generated through targeted investment in international markets.

“Given the challenging market conditions we are facing, it is more important than ever that we continue to invest in marketing,” Acland says.

“This is a great outcome for B+LNZ, farmers and the whole sector. We’re confident that companies will continue to build on the success of the programme and take it to the next level.”

Under the agreement, MIA will take on the leadership of role of the programme on behalf of processing and exporting companies.

B+LNZ and MIA will each contribute $2 million to the programme over three years.

B+LNZ and MIA are also in discussions with the Government about potential support for the programme. 

Nathan Guy, chair of MIA, says exporting companies have collectively decided to lead the marketing programme going forward and have committed $2 million over three years.

“We believe this new phase will help unlock greater value for our brand and the New Zealand red meat sector as a whole.

“Importantly, this programme will play a key role in ensuring our relevancy against the increasingly fierce competition in markets such as China.”

The MIA and exporters will initially focus on China -- a critical market for New Zealand red meat -- with a tailored programme aiming to capture greater market value for farmers, companies and the wider red meat sector, says Guy.