The meeting heard from both consumers and advertising agencies in the US about their perceptions of New Zealand and getting insights on why B+LNZ is targeting a group they’ve dubbed as the “Conscious Foodies”.
B+LNZ Chairman Andrew Morrison told the meeting that meat’s role in the diet is under scrutiny because of environmental and animal welfare concerns.
But there is also growing demand for grass-fed, naturally raised beef and lamb, which is what New Zealand produces.
“We are uniquely placed to capitalise on these growing trends and more strategically position our product in the market,” he says.
Morrison also reinforced the importance of the country’s environmental credentials in underpinning the work Taste Pure Nature will do to build preference for New Zealand beef and lamb overseas.
“Over the past couple of decades our focus was on being the most productive and efficient producers in the world. Going forward, we need to remain productive but everything has to have an environmental perspective.”
