Telling the red meat story

"Subject to feedback from staff and also talking to farmers, if everything is lined up we would plan to get going within the next couple of months," he says.

"It involves some long-serving staff and we need to run a thorough and fair process on any proposals. We need to get their feedback; they may have suggestions we haven't thought of."

BLNZ plans to change the emphasis of its marketing to "tell the story" of New Zealand's red meat and incline towards new market opportunities which differ from established markets the meat companies are already heavily involved in.

Parsons says so far farmers' feedback has been positive.

"It's a new way of marketing the product underpinned by the NZ red meat sector 'story' – very much on our values and philosophy and our way of producing the product," he told Rural News.

"There is an overwhelming desire by farmers for that story to be told; that's unique, that's our signature.

"But farmers by nature have a healthy scepticism, so they say 'okay, the direction of travel sounds good, but we will reserve our judgement until we see some results'.

"There is strong recognition that the story needs to be told. We have had reasonably positive feedback in that regard."

Parsons says the changes to market development do not require a vote through BLNZ as there will be no material change in terms of a significant or major transaction under the Companies Act.

However, farmer feedback is welcome. Proposals are outlined in an information pack going out to all on the BLNZ electoral roll in the next month.