Beef+Lamb NZ sees a threat in alternative protein segment
Beef+Lamb New Zealand (B+LNZ) is sending three delegates at the International Beef Alliance (IBA) in Brazil at the end of May to gain better knowledge about consumer behavior in different markets.
Jess Cairns, the stock manager on Coalbrook Farm, one of the three representatives sent in Brazil, believes that alternative protein segment poses a real threat for the meat industry and mentioned the example of the international burger-chain Carl Jnr investing $5m in a single 30 second television advertisement for their vegan burger during the Superbowl final.
“If a company is prepared to invest in that – then how do we compete? We need to make sure our products are hitting that top end of the overseas market and that consumers are made aware of how we produce them. We need to use technology to tell our story”, she said.
Often changing consumer demands is one of the challenges that the industry must address quickly in order to secure its market share. “People want to know how their food is produced and are concerned with issues such as animal welfare, environmental sustainability, and genetically modified organisms”, explains Jess Cairns. Members of the International Beef Alliance (IBA) are Australia, Brazil, Canada, Mexico, New Zealand, USA, and Paraguay. Collectively, the IBA represents 46% of global beef cattle production and 63% of global beef exports.
At the end of March, B+LNZ has started the pilot rollout of its Taste Pure Nature country of origin brand campaign in California. The target audience for Taste Pure Nature is a consumer group identified through two years of in-depth research and dubbed the “Conscious Foodie”.
“These Conscious Foodies’ care about the provenance of their food, they want to know it was raised ethically and as naturally as possible, and they want to build experiences around their food, Our research shows that where food aligns with their personal values, these Conscious Foodies’ are willing to pay a premium,” explained Nick Beeby, B+LNZ’s General Manager Market development. Taste Pure Nature was inspired by Australia’s True Aussie and Ireland’s Origin Green origin brands.
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