increase font size
A new study will test consumers’ awareness of NZ red meat and gain an understanding of the attributes that are important to them.
The red meat sector wants to know what attributes in beef and lamb products are important to key consumers and how it influences their purchase decisions.
A research project led by Beef + Lamb New Zealand, Greenlea Premier Meats and Lincoln University’s Agribusiness and Economics Research Unit (AERU) will be focused on high market potential states or cities in the US and China, will test consumers’ awareness of New Zealand red meat and gain an understanding of the attributes that are important to them.
The study also aims to understand the strength of consumer preferences for beef and lamb that carry the attributes that align with personal values and beliefs.
AERU will uncover the channels consumers use to research and purchase their beef and lamb and understand the importance of certification for animal welfare and environmental responsibility in driving purchasing decisions.
Sam McIvor, chief executive of B+LNZ, says the research reflected the organisation’s commitment to supporting the red meat sector to capture greater market value.
“Anecdotal evidence suggests consumers in many of New Zealand’s markets are willing to pay a premium for red meat produced with the attributes that align with their values and aspirations.
However, if we are asking farmers to make changes in response to what consumers are asking for, we need to be confident that those changes will be rewarded financially, that is, that any added costs on farm are more than compensated for in the market.
“The outcomes of this research will support the activation of the NZ red meat story being developed by B+LNZ and the commercial activities of this country’s meat.
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.
Southland farmer and director Tony Cleland has been named OSPRI New Zealand’s new chair.
A hub farm in each of Beef + Lamb NZ’s seven regions and more focus groups are being rolled out for the red meat sector this year.
The red meat sector is poised for a strong rebound this season, with export receipts forecast to top $10 billion and farm profitability to almost double.
Progeny testing at Pāmu’s Kepler farm in Southland as part of Beef + Lamb New Zealand’s Informing New Zealand Beef programme is showing that the benefits of hybrid vigour could have a massive impact on the future of beef breeding.
The effects of the big windstorm of late October will be felt in lost production in coming weeks as repair crews work through the backlog of toppled irrigation pivots, says Culverden dairy farmer Fran Gunn.
The dairy sector is hopeful of being part of a free trade deal being hammered out between New Zealand and India.
With the current situation in the European farm machinery market being described as difficult at best, it’s perhaps no surprise that the upcoming AgriSIMA 2026 agricultural machinery exhibition, scheduled for February 2026 at Paris-Nord Villepinte, has been cancelled.
The Meat Industry Association of New Zealand (MIA) has launched the first in-market activation of the refreshed Taste Pure Nature country-of-origin brand with an exclusive pop-up restaurant experience in Shanghai.
Jayna Wadsworth, daughter of the late New Zealand wicketkeeper Ken Wadsworth, has launched an auction of cricket memorabilia to raise funds for I Am Hope's youth mental health work.
As we move into the 2025/26 growing season, the Tractor and Machinery Association (TAMA) reports that the third quarter results for the year to date is showing that the stagnated tractor market of the last 18 months is showing signs of recovery.
OPINION: Every time politicians come up with an investment scheme where they're going to have a crack at 'picking winners'…
OPINION: What are the unions for these days?
