NZ to launch "Taste Pure Nature" products in China
New Zealand's red meat industry is going to have another busy year after a challenging 2019, considers Beef+Lamb New Zealand's Chairman Andrew Morrison. In the last 12 month, the industry body manage to promote the Taste Pure Nature country of origin brand pilot in the US, as a response to the deluge of environmental policy proposals on climate change, freshwater, and now biodiversity and to take drastic measures within the sector to respond the M.bovis threat in the national herd.
However, increased demand for beef and sheepmeat from China has supported the industry and Beef+Lamb New Zealand wants to take advantage of this momentum to promote "Taste Pure Nature" label in this market. "Looking ahead to 2020, the pace isn’t going to slacken, starting with Brexit which looks likely to take place on 31 January. We’ll be launching Taste Pure Nature in China, rolling out work to counter the misconceptions about our farming practices and environmental footprint through 'Open Farm' programme," Chairman Andrew Morrison said in a press release.
In 2019, New Zealand has sent to China 46% and 53% of its beef and sheepmeat exports, respectively, and the prospects for 2020 are looking encouraging due to the animal protein deficit created in Asia by the multiple African swine fever outbreaks.
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