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… In a global context the New Zealand beef and lamb sector is unique, we have an export profile like no other (more than 90 per cent of our sheepmeat and beef goes overseas), … only feed 30 million people) and our production is based on natural farming systems. … We know that competition in the meat market is strong and new competitors are emerging. This means that as a sector we need to work harder than anyone … use this knowledge is a key component of market development programme and is essential to effectively connect the Red Meat Story to consumers. We use these insights to alert the consumer to how well our product matches their needs. This …