Editorial: NZ's great China move
OPINION: The New Zealand red meat sector, with support from the Government, has upped the ante to retain and expand its niche in the valuable Chinese market - and the signs are looking positive.
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.”
