Telling our red meat story

Our beef and lamb is globally unique and we have a compelling story to tell. Our sector will gain value from emphasising the attributes that make New Zealand’s lamb and beef unique.

Beef and Lamb New Zealand is working at crafting our red meat story for positioning New Zealand beef and lamb as a premium food choice globally.

We’ve been working with farmers, meat exporters and government partners to advance the project and support better sector profitability.

What will it look like?

A Country of Origin value proposition – New Zealand’s promise to the world – expressed in a brand platform and story.

The story will support the activities of commercial meat companies, complementing and adding value to their existing brands.

It’s not just a ‘food story’

Workshops in early 2017 included Mike Lee, Chief Executive of the New York-based food design and innovation agency, Studio Industries, who encouraged participants to find their authentic food story.

“Stories are what connect people and so any story about food is actually a human story – about the growers and farmers and where and how they produce food.

“Food today is no longer just about sustenance, it’s intrinsically linked with social bonds and personal values.

"The food consumers eat says something about how they want the world to be, so in essence people are eating their values and these include the way animals are farmed – although food also needs to deliver on taste.”

Uncovering hidden jewels

Sam McIvor, B+LNZ CEO, emphasises that New Zealand’s red meat producers know their own story is bound in the richness of farming families, looking after the land, nourishing and respecting their animals and caring about the consumer experience.

“These themes are a great foundational base from which to further uncover the hidden jewels that will form our story. Mike challenged us to think about what we may consider mundane as actually profound for our customers.”

McIvor said an important part of the story will be to intertwine the verification systems that prove New Zealand beef and lamb is of the highest quality, and that when consumers buy it, it’s a choice they make because they care about the good health of their family and the planet.

Our partners

The Red Meat Profit Partnership is investing in developing the red meat story alongside B+LNZ.