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TO ALL FARMERS, FOR ALL FARMERS OCTOBER 22, 2024: ISSUE 812
www.ruralnews.co.nz
Red meat’s China push SUDESH KISSUN sudeshk@ruralnews.co.nz
THE RED meat sector is launching a new campaign to lure Chinese consumers to New Zealand grass-fed beef and lamb. 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
TOP STUDENT This year’s William Gearish Memorial Award – part of Massey University’s agriculture, horticulture and environmental science awards was handed to Yuen An. She received the award from Professor Nicola Shadbolt at a gala dinner in Palmerston North recently attended by more than 200 students, staff and primary industry leaders. An is based on a sheep station in Tasmania and flew over to collect her award. Story: p 8
launch at China International Import Expo in Shanghai on November 5. Meat Industry Association chair Nathan Guy says that it’s important to reconnect 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 com-
peting with us in China,” Guy told Rural News. “Competition is fierce, and we need to do things differently.” Guy points out grain-fed beef and lamb are attracting a premium price in China. Consumers don’t know the full benefits of grass-fed beef and lamb. “Our animals are fed outdoors on grass all year, they are hormone-free and grass-fed meat have many nutritional benefits over grain-fed meat,” he says. “We need to get on the front foot and get this message across to Chinese
consumers.” 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). 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.”