Last Friday, Beef + Lamb New Zealand hosted a workshop where we presented industry partners with the New Zealand beef and lamb origin brand and a high-level “go to market” strategy.
The workshop included the Minister of Agriculture, the Hon. Damien O’Connor, the Meat Industry Association, NZ Trade and Enterprise, Ministry for Foreign Affairs and Trade, MPI, Tourism NZ, all major processing companies, and a number of farmers that have been involved in the development of the Red Meat Story.
There was full support from workshop participants for the origin brand and strategy, which has been developed in collaboration with our processor partners and farmers. B+LNZ is now developing a detailed activation plan for pilot markets and will continue its close engagement with companies to complete this.
B+LNZ is currently completing trademark protection for the origin brand. We hope to be in a position to share the brand and strategy with farmers in the coming weeks, once this process has sufficiently progressed.