New Zealand’s red meat story took a major step forward in Shanghai earlier this month with the first in-market activation of the refreshed Taste Pure Nature country-of-origin brand.
Held on 5 November, the activation centred on an exclusive pop-up restaurant hosted by acclaimed New Zealand chef Ben Bayly.
More than 80 guests, including representatives from processing and exporting companies, trade partners, government agencies and wider industry stakeholders, experienced a six-course menu designed to showcase the provenance and premium quality of New Zealand beef and lamb.
The Taste Pure Nature programme, led by the Meat Industry Association (MIA) and supported by Beef + Lamb New Zealand, aims to position New Zealand beef and lamb as the world’s most trusted and naturally raised red meat.
The Shanghai menu highlighted the diversity of the category, featuring dishes made with Alliance Group’s Lumina Lamb and premium cuts from ANZCO.
The event demonstrates the progress industry and government are making by working together to tell a stronger, more unified New Zealand red meat story.
As a co-investor in Taste Pure Nature, B+LNZ is pleased the refreshed brand clearly reflects the values, farming systems and natural advantages that define New Zealand farming.
At its core, Taste Pure Nature speaks directly to what international consumers care about most: trust, quality and the integrity of how their food is raised.
The refreshed campaign reinforces the connection between the land, the people who farm it and the care that underpins every cut of red meat sent to our global markets.
China remains New Zealand’s second-largest market for beef and lamb, and the Shanghai activation marks the start of a deeper, consumer-focused engagement programme tailored specifically for this market.
Over the next 12 months, the campaign will include targeted in-market research, testing of label claims, assessment of traceability expectations and development of channels that best reach high-value consumer segments.
The activation also signals the beginning of a wider series of events and content-driven initiatives designed to build momentum for the brand and shift consumer preference toward New Zealand grass-fed red meat.
The Red Meat Country of Origin programme, which includes Taste Pure Nature, is co-funded by MIA, B+LNZ and the New Zealand Government, with a combined investment of $9.4 million over three years.
For farmers, this represents your levy at work in one of the world’s most important markets – strengthening trust, growing demand and reinforcing the global reputation of New Zealand beef and lamb.