Beef + Lamb New Zealand (B+LNZ) recently hosted the EU Ambassador H.E. Mr Lawrence Meredith and his staff on a New Zealand sheep and beef farm, offering them a firsthand look at how farmers embed sustainability practices in their daily work.
The visit provided an opportunity to address concerns and misconceptions about New Zealand’s red meat sector. European farmers, who operate under a highly subsidised and heavily regulated system, often question how New Zealand achieves high environmental and animal welfare outcomes without similar supports. By seeing the farm in action, the Ambassador gained a clearer understanding of how New Zealand’s outcome-based regulatory system ensures high standards while allowing farmers the flexibility to innovate and improve productivity.
One key topic of discussion was the EU’s new deforestation-free supply chain requirements, which place additional compliance burdens on imported products, including beef and leather. B+LNZ have been actively advocating for New Zealand’s exclusion from these requirements, given the country’s strong track record in sustainable land management.
This visit follows a similar event in December 2024, where European diplomatic staff, including the French Ambassador, toured the same farm. These engagements are a crucial part of B+LNZ’s advocacy efforts, ensuring international representatives understand how New Zealand farmers achieve world-class environmental and animal welfare standards.
B+LNZ CEO Alan Thomson emphasised the importance of these visits in strengthening relationships and reinforcing New Zealand’s sustainability credentials. “We have really good sustainability practices, and that’s what the Ambassador walked away with. He could see with his own eyes how much our farmers care and how sustainability is at the heart of their business model.”
Visits like this ensure that when the Ambassador returns to Brussels and faces questions about New Zealand’s farming practices, he is well-versed in how our farmers operate. “It’s important that government officials understand our reality. Ultimately, we want them to be able to confidently promote our sustainability credentials in the same way we do,” adds Thomson.
With ongoing opposition in Europe to New Zealand red meat imports, these visits remain a vital part of B+LNZ’s strategy.
“When government officials, like the Ambassador, understand our systems, they can help advocate for recognition of our high standards.”
As New Zealand continues to navigate global trade challenges, ensuring international decision-makers have a firsthand knowledge of our farming systems is more important than ever. B+LNZ remains committed to providing these opportunities and reinforcing the strong environmental and welfare standards that set New Zealand farmers apart.