New Zealand’s country of origin beef and lamb marketing programme Taste Pure Nature was developed by B+LNZ and is now led by red meat processors and exporters.
About Taste Pure Nature
Taste Pure Nature was developed in partnership with meat processors and farmers as part of B+LNZ’s Market Development programme and launched in 2019.
It promoted the sustainability of New Zealand grass-fed beef and lamb to target groups of international consumers.
Activity was undertaken in partnership with meat companies to raise awareness and drive preference for New Zealand beef and lamb, promoting the natural attributes from our grass-fed, hormone-free animals farmed outdoors.
The Taste Pure Nature programme demonstrated the power of our farmers’ story and the impact that can be achieved through targeted investment in global markets.
In June 2024 it was announced that red meat processors and exporters would build on the strong foundation and assume responsibility for advancing the Taste Pure Nature brand and activity programme.
The change took effect in October 2024.
B+LNZ’s role
B+LNZ remains an active partner in the programme, ensuring the link between consumers and farmers is maintained.
We have a seat on the governance Board responsible for overseeing investment.
Taste Pure Nature highlights
B+LNZ is proud of our achievements with the Taste Pure Nature campaign. Highlights include:
- The development of an all-of-industry origin story for overseas consumers for the first time.
- The creation of a multi-year through-the-line brand marketing campaign targeting the Conscious Foodie consumer segment across the United States and China. Drove a 20 percent uplift in awareness and an 18 percent uplift in aspiration to purchase beef and lamb from New Zealand in the US.
- An integrated consumer marketing campaign to support the launch of ANZCO Foods new chilled beef range in 7Fresh supermarkets in Beijing, helping grow average sales volumes across the range by 289 percent compared to the period prior and increased ongoing weekly sales by 175 percent post-campaign versus the previous period.
- Development of a marketing partnership with Californian supermarket chain Jons Fresh Marketplace and deployed digital and out-of-home advertising and shopper marketing tactics to grow sales of Silver Fern Farms-branded retail products by 30 percent on the previous period.
- A branded 'food truck' activation at 18 high-traffic locations across Los Angeles that served 15,000 chef-curated samples to consumers - supported with an integrated marketing campaign, including billboards, local morning TV and social media.
- The use of consumer and category insights to develop and launch a premium Taste Pure Nature-branded ready-to-heat meal solution range in several high-profile supermarkets in Shanghai, China, including Hema Fresh's new high-end 'black label' Premier store.
- The creation of a new channel-to-market and branded activation to drive the trial of New Zealand grass-fed beef and lamb in Shanghai by developing ready-to-eat meals for purchase through branded vending machines. This surpassed sales targets by 263 percent with 42 percent of our target consumer segment hearing about the machines through promotion and activation efforts.