We’ve marked some significant milestones in recent weeks on our efforts to enhance the red meat sector’s social licence.
This work is a key part of our strategic priority to Energise the Sector. It seeks to build understanding among the public and policymakers to transform their understanding of our sector, to influence policy development and build public pride. Just as importantly, it also aims to build farmer pride as they see their stories being told.
Last month we launched new research on the economic and social value of the red meat sector, carried out by BERL. The research received widespread media attention, generating 16 articles across major news outlets including TVNZ, Stuff, RNZ, Newstalk and all major rural media.
The research has also resonated strongly online. Social media content highlighting key findings has already generated more than 154,000 views, helping us reach audiences well beyond the farm gate.
Building on this momentum, a sponsored content feature in the New Zealand Herald has launched, highlighting the value that the red meat sector brings to Kiwi communities. This will be supported by ongoing promotion on Newstalk ZB over the next few weeks, and a sustained social media campaign.
We’re also pleased to see strong engagement with a New Zealand Herald feature showcasing the inspiring work of the Tairāwhiti Whenua Charitable Trust, winner of the Gallagher Innovative Farming Award at the B+LNZ Awards.
The article has already attracted a lot of interest, generating over 300 comments on the Herald’s Facebook page.
These initiatives provide an excellent opportunity to connect with urban audiences and share the positive stories, people and impact that make our sector such an important part of New Zealand's success.
Looking ahead, we are planning further positive sponsored content about farmers and processors through the rest of this year.