increase font size
A global brand platform promoting New Zealand beef and lamb is going from strength to strength, says Beef + Lamb NZ chief executive Sam McIvor.
Speaking at B+LNZ annual meeting in New Plymouth today, McIvor says launched in 2019 and focused on conscious foodies in highest growth markets, ‘Taste Pure Nature’ stats speak for themselves.
Through partnering with a growing list of meat companies, Taste Pure Nature campaigns continue to grow awareness and aspiration to buy NZ grass-fed beef and lamb in the US and China, he says.
In the US, awareness of NZ’s unique farming practices now sits 19% higher than in 2019, aspiration to buy NZ grass-fed beef and lamb has increased by 18% and 10% respectively.
“In 2022 our paid media has reached over 116.9 million people, and our food truck has driven a real increase in sales,” he says.
“In China, NZ is now the most seen and heard country of origin for beef, recognised by 44% of consumers surveyed.”
Pure Box food vending machines have been introduced in China.
B+LNZ developed the recipes and then trialed the most desirable meals in the vending machines.
McIvor says more than 35 million consumers saw this promotion.
“We’re also now exploring the potential for these meals in supermarkets and convenience stores.
“Though the overall investment is small by global standards, Independent analysis has identified a 7.9:1 return for every B+LNZ dollar invested in Taste Pure Nature.”
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.
OPINION: The good times felt across the dairy sector weren't lost at last week's Beef + Lamb NZ annual meeting.
Southland farmer and director Tony Cleland has been named OSPRI New Zealand’s new chair.
Beef + Lamb New Zealand (B+LNZ) is calling on livestock farmers to take part in a survey measuring the financial impact of facial eczema (FE).
Beef + Lamb New Zealand (B+LNZ) chair Kate Acland says there are clear governance processes in place to ensure fairness and transparency.
Listed rural trader PGG Wrightson chair Garry Moore and his deputy Sarah Brown have been voted out by shareholders.
It was love that first led Leah Prankerd to dairying.
DairyNZ has appointed Dr Jenny Jago to a newly created leadership team role - science partnerships & impact advisor - as part of a strategic refresh of the organisation's science leadership.
OPINION: Public pressure has led to Canterbury Police rightly rolling back its proposed restructure that would have seen several rural police stations closed in favour of centralised hubs.
When I interview Rachel Cox, she is driving - on her way to her next meeting.
With Fonterra's UHT plant at its Edendale site less than a year from completion, demand continues to grow for products the plant will produce, such as Anchor Whipping Cream.
OPINION: Ageing lefty Chris Trotter reckons that the decision to delay recognition of Palestinian statehood is more than just a fit…
OPINION: A mate of yours truly recently met someone at a BBQ who works at a big consulting firm who spent…
