Consumers neglect a potential
value proposition until mainstream
journalists bring it into the public
eye. In this way, journalists draw
the attention of consumers towards
product aspects not previously
considered by the consumer.
Working in favour of the red meat
industry, this means emphasising
the ultra-processed nature of
alternatives, but it can be used
both ways. Regardless of the
stories which will surround the
products, alternative meats are
coming from a very small base, and
so while the products are “gaining
traction” the impact of the segment
remains minor.
Only time will tell how stories
surrounding alternative meats play
out in the public mindset.
Geopolitical
landscape
Further discussion covered the
impacts of Brexit on NZ/UK
free trade agreements. With the
regulatory landscape unclear, there
are opportunities abounding.
The question is thus how innovative
business managers will get their
products into the UK market. Much
will be revealed in the October 31
decision. In the event of a no deal,
Welsh lamb faces an immediate
48-55% tariff and it is likely that
beef imports will face a 20% tariff.
This is certainly a tumultuous
time for the UK and speculation
abounds. Those who can prepare
their scenario planning to take
advantage of any Brexit outcome
will be the best placed to win out
of what has been one of the most
damaging political debacles in the
eurozone’s history.
The Asian Century
The Asian century is yet another
topic gaining speed in the New
"With 600% growth
of meat imports into
China over the last
four years and 55%
of the world’s online
sales coming from
Chinese consumers, the
Asian market is all but
guaranteed to make a
significant impact on
the New Zealand red
meat sector."
Zealand red meat discussion. With
600% growth of meat imports into
China over the last four years and
55% of the world’s online sales
coming from Chinese consumers,
the Asian market is all but
guaranteed to make a significant
impact on the New Zealand red
meat sector.
It was suggested that branding
and understanding of the unique
“Asian aspect” is the key to
success in this booming market.
Further, some Kiwi companies are
finding success using a wholly
owned foreign enterprise (WOFE)
– a very different approach to the
traditional importing model and one
which helps even more in taking
advantage of the specifics of the
target markets.
What’s next?
The next ten years are bound to be
interesting for the local red meat
industry. Local and international
landscapes combined with shifting
consumer expectations and
production possibilities are making
for unprecedented changes to the
way NZ meat competes, exports
and ensures long term viability.
The perspectives offered at the
conference shed light on the most
impactful mega-trends shaping the
world.
For the New Zealand red meat
industry to continue to succeed,
this knowledge will have to form
the basis of strategies and plans.
Thanks to everyone that dropped
by the Wiley stand or that we had
the chance to chat to, it was a
fantastic event and opportunity to
catch up with the NZ meat industry.
The Wiley New Zealand – with
such and much more infomration
at hand - team are well prepared
to assist the red meat industry with
their strategic planning, as well as
design and delivery of projects to
take them into the future.
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