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The Red Meat Story and Taste Pure Nature origin
brand – developed in the past 12 months
with the organisation’s processor partners
and farmers - will underpin exporters’
marketing programmes and enhance the
positioning of New Zealand red meat as a global brand
platform. Chief executive Sam McIvor says Taste Pure
Nature brand assets will be available for New Zealand
exporters to use in all markets, with the brand appearing
on packaging, advertising and other material by the end
of the year. B+LNZ is working with processing companies
on two pilot programmes in China and the United States,
which will aim to build demand and visibility for New
Zealand beef and lamb through active in-market promotion
of Taste Pure Nature to key distributors, foodservice
and retail channels including consumers. If successful,
McIvor says B+LNZ will work with processing companies
to extend the active promotion to further markets.
Consumer research shows New Zealand’s overall image
as a country is positive, but weak in relation to red meat
in high growth markets. “Taste Pure Nature is our unique
point of difference and is central to our promise of the
purest and most natural meat taste experiences in the
world.” Beef + Lamb NZ’s research shows a product’s
country or place of origin is a major factor in purchasing
decisions by consumers, retailers and the foodservice
sector, he says. “It is a shortcut to understanding and
trust. It provides a basis for choosing a brand if it is
available – which adds further value and differentiation.”
New Zealand’s competitors are investing significantly
in differentiating themselves…and winning. “Australia,
for example, invests around NZ$68 million per year in
marketing its red meat based on the True Aussie brand,
and Ireland invests in its sustainability programme Origin
Green," Mclvor says. “It’s critical New Zealand moves
now to safeguard and enhance our position as a premium
producer.” B+LNZ chairman Andrew Morrison says the
growing level of anxiety among consumers driven by food
scares, the use of hormones and antibiotics, environmental
concerns, and concerns about animal welfare are very
real. “With our natural assets and farming systems, New
Zealand is strongly positioned, at an origin level, to establish
a level of trust and loyalty with consumers that can’t
be replicated by other origins,” he says. “Our research
shows consumers will pay a premium for naturally raised,
grass-fed, hormone-free and antibiotic-free red meat. We
are seeing strong demand in the US and opportunities
for premiumisation of New Zealand red meat such as in
China and the Middle East. While premium consumers
are often choosing to eat less red meat each week, when
they do they are prepared to spend more. New Zealand
has one of the most environmentally efficient farming
systems in the world. However, we recognise agriculture
has an impact on the environment and that work must
continue to address these impacts. Good environmental
management is a key selling point for New Zealand primary
sect or products, internationally. New Zealand has a
unique brand – one that we want to continue building on.”
Enhancing the sector’s environmental position is a key
priority, which is why the organisation will be releasing the
B+LNZ Environment Strategy, which sets a path to 2040,
guiding farmers forward in a way that is environmentally,
economically, socially and culturally sustainable. Meat
Industry Association chairman John Loughlin says the
Origin Brand and high level go-to-market strategy is well
supported by processing companies. “We look forward to
continuing to work with B+LNZ to finalise the implementation
plan.”
If a company wishes
to use the Taste Pure
Nature trade mark in
global markets, it must
first apply to B+ LNZ for
a licence to use the mark.
To be considered eligible
for a licence, the New
Zealand meat company
must be part of the New
Zealand Farm Assurance
Programme (NZFAP) or
have an ISO/IEC 17065
accredited Farm Assurance
Programme which
is independently audited.
Beef + Lamb New
Zealand will be hosting
a series of meetings for
farmers to learn more
about the Red Meat Story
and Origin Brand in the
coming months. Information
about the brand can
be found at
www.tastepurenaturenz.
co.nz.
NEW BRAND TO CAPTURE
VALUE FOR NZ MEAT
A blueprint and origin brand developed by Beef + Lamb
New Zealand will underpin a push to capture more value
for this country’s sheep and beef meat overseas.
Oji Fibre Solutions’ re-sealable
cardboard box with pop-out
scoop, designed for Auckland pet
food company Animal Instinct.
The scoop is built into the design,
making the most of the recyclable
box and removing the need for a
plastic scoop.
Sealed Air NZ secured gold in
the ‘Packaging that Saves Food’
category, for its Cryovac Freshness
Plus packaging, which has
allowed the country’s largest
avocado processor Fresh Technologies,
to extend the shelf-life of
fresh avocado to 90 days.
Woolcool Australia & NZ won a
WorldStar bronze in the ‘Packaging
that Saves Food’ category, for
its packaging made with waste
wool, which outperforms synthetic
materials in keeping chilled and
frozen products temperature-safe
while in transit.
Jaco Scheepers, a packaging
technologist at Synlait, won the
annual $9000 Packaging Council
of NZ Scholarship and will enrol in
the Diploma in Packaging Technology
to pursue his interest in
developing sustainable packaging.
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