Next phase of NZ’s red meat sector country of origin campaign launched in China
MIA Independent Chair Nathan Guy is leading a delegation of red meat sector senior executives to Shanghai for the China International Import Expo, a key feature in the trade calendar.
“We are world-leading in quality and have some of the most nutritious beef and lamb produced here in New Zealand,” says Mr Guy.
“We’re excited about this initiative in China, which will ensure our beef and lamb remains at the forefront of Chinese consumers.
“I thank Minister McClay for the New Zealand Government’s commitment to this important programme that will support the goal to double export value over the next 10 years. It’s great to also have Beef + Lamb New Zealand onboard and continuing to play a role in this next phase of Taste Pure Nature.
“With collective ownership across industry and support from the Government, we can expect to stabilise our market access in China for the good of the wider economy.”
This next phase will focus Taste Pure Nature’s efforts on key markets within China, with a three-year proof of concept programme that aims to shift buyer preferences for New Zealand beef and lamb by focusing on New Zealand Inc marketing, nutrition, grass-fed verification and attributes, and traceability.
“Having MIA lead this work on behalf of meat companies will ensure the Taste Pure Nature campaign is company-driven and market focused, aligning with and supporting our members’ in-market activities in China.
“This shift allows meat companies to be more closely aligned to the Taste Pure Nature brand with collective ownership for an NZ Inc approach in a market where we are facing increasingly stiff competition.
“The red meat sector is a key contributor to the New Zealand economy, generating $10 billion in export revenue last year.
“We have a diverse export strategy, with exports going to over 110 countries every day. However, China will always be a key market and has a vital role to play in enabling the sector to play its part in supporting the Government’s ambitions for New Zealand.”
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