Beef and Lamb New Zealand is launching a new strategy for red meat producers
A new strategy on New Zealand's red meat sector is going to be implemented under the mandate of the new president of Beef+Lamb Association, Andrew Morrison.
The revised strategy was adopted last year and is going to put more emphasis on enhancing farmers' environmental position, unlocking market potential and greater government and public insight engagement, while still supporting farming excellence, informs New Zealand Herald.
Key priorities in this program are the launching of the environment strategy and Red Meat Story, along with developing insights to secure the access in different markets.
"The red meat sector is in a strong position with an unprecedented global demand for protein. We need to leverage our competitive advantage of producing natural grass-fed, hormone and antibiotic-free sheep and beef", declared Morrison. In his opinion, red meat producers have to identify the reason why consumers moved away from a product, like red meat, in order to address that problem.
Andrew Morrison as represented the southern South Island region on B+LNZ's board for the past four years. He was also on the boards of Ballance Agri-Nutrients, Ovis Management Ltd, the New Zealand Meat Board, and the Pastoral Greenhouse Gas Research Consortium.
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