increase font size
BLNZ’s general manager market development Nick Beeby.
A new campaign to boost online sales of New Zealand lamb in China is being launched in a joint initiative by Beef + Lamb New Zealand (B+LNZ) and leading food company Alliance Group.
The digital campaign will leverage changes in consumer behaviour in China toward purchasing red meat online and seeking healthier food options in the wake of COVID-19.
BLNZ’s general manager market development Nick Beeby says the two organisations are co-investing in this initiative to drive the awareness of NZ’s healthy and natural grass-fed lamb, but ultimately to drive sales.
“Our research shows there is a significant opportunity in China for NZ lamb to take centre stage..
“We’re also seeing significant growth in online transactions and sales, especially in meat products, partly driven by people being incentivised to buy online during the COVID-19 crisis. We expect this trend to continue as people have experienced the convenience and efficiency of food being delivered right to their door,” he says
The campaign will be based on China’s two biggest e-commerce platforms, TMall.com and JD.com, and will feature Alliance Group’s Pure South lamb in conjunction with the red meat sector’s Taste Pure Nature country of origin brand.
“We’ll be leveraging Alliance’s established brand and e-commerce channels within these platforms that provide ready-made audiences of millions of consumers.”
Beeby says it will also leverage the firepower of specific Chinese influencers to create awareness and drive traffic to the e-commerce channels and also a chance to establish the Taste Pure Nature brand and the New Zealand red meat story in China.
Alliance Group sales manager Shane Kingston says the co-operative has been operating in China for more than 20 years so has strong channels to market.
“We expect further growth in this segment in the future and to capitalise on the sentiment of Chinese consumers who are seeking to purchase more ‘fresh’ and ‘good for you’ protein’,” he says.
The campaign will be launched this month with an extended programme expected to run through to the end of the year.
OPINION: Labour leader Chris 'Chippy' Hipkins is carrying on the world-class gaslighting of the nation that he and his cohorts started after their disastrous Covid response; now trying to undermine the Covid inquiry to protect his own backside.
The next phase of the Taste Pure Nature campaign has been launched in Shanghai, China.
Alliance Group and Grand Farm have signed a strategic co-operation agreement with a focus on delivering more premium New Zealand grass-fed beef to Chinese consumers.
OPINION: Did former PM Jacinda Ardern get fawning reviews for her book?
Recent widespread autumn rain will have triggered the germination of subterranean clover seeds, and the resulting seedlings should be allowed to reach the 3–4 trifoliate leaf stage before grazing, says Beef+Lamb NZ.
Meat Industry Association (MIA) independent chair Nathan Guy says getting meat processors involved has been a shot in the arm for the sector's key marketing initiative into China, Taste Pure Nature.
Listed carpet manufacturer, Bremworth is undertaking a $6 million expansion at its Napier plant more than two years after the site was heavily damaged by Cyclone Gabrielle.
Federated Farmers is vowing to keep the big banks accountable for their actions and to continue pushing for meaningful change in the rural lending sector.
Farmer perceptions of current economic conditions have risen to their highest level in almost a decade.
Two butcheries have claimed victory at the 100% New Zealand Bacon & Ham Awards for 2025.
A Taupiri farming company has been convicted and fined $52,500 in the Hamilton District Court for the unlawful discharge of dairy effluent into the environment.
OPINION: The image of regenerative farmers as kind, cuddly progressive types took a hit when one of their own took…
OPINION: Spare a thought for the arable farmer, squeezed on one side by soft global prices and on the other…
