Red Meat Sector Strategy 2020

// International Trade

New Zealand’s red meat sector has launched a new strategy designed to identify and unlock market opportunities and improve the sector’s sustainability, productivity and prosperity.

Image of handshake

Download the Red Meat Sector Strategy 2020 (PDF, 11.5MB) 

The strategy, a collaboration between Beef + Lamb New Zealand (B+LNZ) and the Meat Industry Association (MIA), sets four key goals for the sector to achieve by 2030:

  • Sustainably profitable: lift innovation, performance and productivity.
  • Premium value: build a platform to create and capture value.
  • Vibrant communities: provide economic growth and employment.
  • Trusted guardians: guardianship of reputation, animals, water and land.

The blueprint, which builds on the first Red Meat Sector Strategy adopted in 2011, was unveiled at a joint B+LNZ-MIA function in Wellington last night (December 2).

“Our vision is to grow sustainable value together and we are committed to doing the right thing by our people, animals and environment,” says Andrew Morrison, chairman of Beef + Lamb New Zealand.

“This strategy establishes the critical priorities that B+LNZ and MIA will work on together with industry partners, linking the whole value chain from farm to fork.

“We have set our sights on greater profitability, sustainability and resilience. We are seeking increased value for our customers and consumers and greater social and economic benefits for Aotearoa.  Enhanced integrity, trust and reputation will help achieve our goals.”

Since the first Red Meat Sector Strategy was adopted, co-operation has continued to grow and expand into new areas, fostering a strong collaborative spirit in the sector, says Mr Morrison.

“By partnering across the supply chain on the most important challenges and opportunities for the red meat sector, we have been able to create value for all sector participants, as well as our country, communities and consumers.”

John Loughlin, chairman of the Meat Industry Association, says the strategy captures the significant work the sector is already engaged in and the opportunities that will build the sector’s future.

“This strategy outlines three key priorities for the sector based around market position, innovation, sustainability.

“Market position is about enhanced market access for our products worldwide, assurance, differentiation, product benefits and attributes. Our innovation work stream will look at future processing plants, future farms, future products, data integration and traceability. Sustainability will drive the sector’s investment in people, reputation, environment, biosecurity and animal care.

“By establishing clear goals and priorities, the strategy provides a platform for partnerships of shared aspiration, especially with Māori, the dairy sector, other primary sector leaders and the New Zealand Government.

“Māori play a significant role in the sector that in turn contributes to the wellbeing of rural and urban Māori communities around the country. This strategy will support opportunities for further partnership with iwi to create shared value.

“The dairy and red meat value chains are intrinsically connected, with further opportunities to build value from greater integration and closer cooperation as the New Zealand livestock sector. We see enormous potential for greater collaboration, to build momentum for change that enhances the wellbeing and prosperity for New Zealanders.

“Our people and businesses are integral to New Zealand’s communities and economy. We are proud of what we do and our contribution to the wellbeing and prosperity of our country, and we’ll keep working hard to constantly improve.

“From where we sit today, New Zealand and the world face enormous uncertainty as a result of geopolitical trends and the COVID-19 pandemic, including its flow-on effects. As attention turns to recovery, our sector will provide an engine for New Zealand’s economy and will continue to be integral to achieving our long-term prosperity and wellbeing as a nation.”

The red meat sector supports over 92,000 jobs, 35,702 directly and an additional 56,719 indirectly employed. It is also New Zealand’s largest manufacturing industry and second largest goods exporter, generating approximately 16 percent of New Zealand export revenue.

The strategy is available on B+LNZ’s website here:


For media enquiries, please contact Sam Halstead on 027 474 6065 or Katie Jans on 027 838 6353