increase font size
Delivery trucks emblazoned with cows grazing in scenic New Zealand landscapes are a common sight on the streets of Taiwan. The trucks also feature delicious-looking beef dishes, to tell a complete story of grass-fed Kiwi beef, from pasture to plate.
The Beef + Lamb New Zealand initiative has been running since 2008, says the industry-good organisation's Asia markets manager, Helen Fletcher.
The 'mobile marketing' is a cost-effective way to drive brand awareness, she says.
"Whether the trucks are parked outside restaurants and supermarkets or being seen in high traffic areas while out doing deliveries, they are keeping New Zealand grass-fed beef front of mind for consumers."
Taiwan is New Zealand's largest beef export market for prime cuts. Local beef promotions focus on building and defending New Zealand's market position against strong competition from Australia and the USA.
Beef + Lamb New Zealand created the New Zealand grass-fed beef brand in Taiwan in 2007 to distinguish Kiwi beef from other products in the market.
The English translation of our marketing slogan is: "New Zealand grass-fed beef – your lean and tender choice bred in nature's pastures." The brand also supports the 'three-low' message popular in North Asia – our beef is low calorie, low cholesterol, and low fat.
A Māori-owned agribusiness helping to turn a long-standing animal welfare and waste issue into a high-value protein stream for the dairy and red meat sectors wants more industry support.
Alliance Group has secured greater access for chilled beef exports to China, following approval for two of its processing plants to supply the market.
Global beef supply will contract this year for the first time since the Covid-19 pandemic, according to Rabobank.
Beef + Lamb New Zealand (B+LNZ) says recent criticism from the UK’s Secretary of State for Environment, Food and Rural Affairs regarding New Zealand’s animal welfare standards are unfounded.
Could there finally be positive news for the red meat sector after a period of challenging economic conditions?
Tractor manufacturer and distributor Case IH has announced a new partnership with Meet the Need, the grassroots, farmer-led charity working to tackle food insecurity across New Zealand one meal at a time.
The DairyNZ Farmers Forum is back with three events - in Waikato, Canterbury and Southland.
To celebrate 25 years of the Hugh Williams Memorial Scholarship, Ravensdown caught up with past recipients to see where their careers have taken them, and what the future holds for the industry.
Among this year’s Primary Industry NZ (PINZ) Awards finalists are a Southlander who created edible bale netting and rural New Zealanders who advocate for pragmatic regulation and support stressed out farmers.
Rockit Global has appointed Ivan Angland as its new chief operating officer as it continues its growth strategy into 2025.
Nominations are now open for the Horticulture New Zealand (HortNZ) board.
OPINION: The good fight against "banking wokery" continues with a draft bill to scrap the red tape forcing banks and…
OPINION: Despite the volatility created by the shoot-from-the-hip trade tariff 'stratefy' being deployed by the new state tenants in the…
