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The multi-million-dollar, three-year campaign aims to bolster export earnings for processors and much-needed farmgate returns.
New Zealand red meat processors and exporters have taken the reins of Taste Pure Nature (TPN) from Beef + Lamb NZ ahead of the campaign launch at China International Import Expo in Shanghai on November 5.
Meat Industry Association chair Nathan Guy says that it's important to reconnet and reaffirm in the Chinese market, which is now more competitive than ever.
He notes that NZ established diplomatic relations with China 52 years ago and became the first country to secure a free trade deal. However, things have changed.
"There's a lot more competition and while we had first mover advantage, now we have 42 countries competing with us in China," Guy told Rural News.
The campaign has unanimous backing of the MIA council and major processors - Alliance, Silver Fern Farms, Affco, Anzco and Greenlea Meats are on board. Marketing managers of processing companies will drive the campaign. MIA and B+LNZ are forking out $2m each and the sector is confident of securing extra funding from the Sustainable Farming Fund (SFF).
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New Zealand is the second largest source of lamb for Chinese consumers, behind Australia. When it comes to beef, NZ is the sixth largest source with Brazil the largest source.
Guy says NZ products are sold to 75 million Chinese consumers.
"If we target 100 million of the wealthiest Chinese consumers, the value will be significantly deeper and flow back to processors, and more importantly to farmers," he says.
Working alongside New Zealand red meat exporters, the Taste Pure Nature campaign will feature integrated marketing programmes that include digital and social media marketing, media and influencer relations, events and advertising.
Guy acknowledged the significant work and investment B+LNZ has made in promoting the sustainability of New Zealand grass-fed beef and lamb to target groups of international consumers. B+LNZ chair Kate Acland says it was fitting the next phase of Taste Pure Nature would be launched in Shanghai.
"As a sector, our future depends on driving greater value and securing higher premiums for our products.
"The Taste Pure Nature programme has demonstrated the power of our farmers' story and the impact that can be achieved through targeted investment in global markets. Given the current market challenges, it's more critical than ever to keep investing in marketing.
"B+LNZ's Taste Pure Nature campaign was designed to lay a strong foundation that meat processors and exporters could build upon for their international marketing effort and we're confident the companies will continue the programme's success and take it to the next level."
