Red meat exporting companies to lead Taste Pure Nature programme

// International Trade

New Zealand’s country of origin beef and lamb marketing programme Taste Pure Nature is to move into a new phase following an agreement between Beef + Lamb New Zealand (B+LNZ) and the Meat Industry Association (MIA).

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New Zealand exporters will take the lead in advancing the Taste Pure Nature brand and activity programme, which is designed to raise awareness and drive preference for New Zealand grass-fed beef and lamb. 

“As a sector, our future lies in driving more value and ultimately higher premiums for our products,” says Kate Acland, chair of B+LNZ. 

“The Taste Pure Nature programme has successfully proven the value of our farmers’ story, and the impact that can be generated through targeted investment in international markets.  

“Given the challenging market conditions we are facing, it is more important than ever that we continue to invest in marketing.  

“The aim of B+LNZ’s Market Development programmes was to provide a strong foundation that meat processing and exporting companies could then build on as part of their international marketing efforts.  

“We believe the time is right for companies to take the lead role in designing, governing and funding ongoing activity and for B+LNZ to transition into a supporting role. 

“This is a great outcome for B+LNZ, farmers and the whole sector. We’re confident that companies will continue to build on the success of the programme and take it to the next level.” 

Under the agreement, MIA will take on the leadership role of Taste Pure Nature on behalf of processing and exporting companies. B+LNZ and MIA will each contribute $2 million to the programme over three years. B+LNZ and MIA are in discussions with the Government about potential support for the programme.   

Nathan Guy, chair of MIA, says exporting companies have collectively decided to lead the marketing programme going forward and have committed $2 million over three years.  

“We believe this new phase will help unlock greater value for our brand and the New Zealand red meat sector as a whole. 

“Importantly, this programme will play a key role in ensuring our relevancy against the increasingly fierce competition in markets such as China.” 

The MIA and exporters will initially focus on China -- a critical market for New Zealand red meat --  with a tailored programme aiming to capture greater market value for farmers, companies and the wider red meat sector, says Guy. 

B+LNZ launched Taste Pure Nature in 2019.  

“We recognised some time ago that agriculture is facing rapid change globally as consumers rightly want to know more about how their food is produced,” says Acland. 

“There are growing concerns about the environmental and animal welfare aspects of red meat production, and pressure to reduce meat consumption. At the same time, we are seeing growing interest in natural, grass-fed, hormone free, antibiotic free meat, which is the way New Zealand farms. 

“Our extensive research found that consumers know little about New Zealand’s farming systems.  

“We realised we had to be smarter about how we do it and tell the story of our unique grass-fed, free range farming systems to achieve better returns for our farmers and New Zealanders. 

“Our research found that country of origin is the primary factor a consumer takes into consideration when choosing what food to buy and is a shortcut to understanding and trust. That drove the development and launch of Taste Pure Nature.” 

The programme features integrated marketing programmes alongside exporters that includes digital and social media marketing, media and influencer relations, events and advertising. 

“We are really pleased with the outcome of the Taste Pure Nature programme and we look forward to New Zealand’s red meat exporters building on our work and achieving great results for farmers and our sector,” says Acland. 


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