US remains the main market for NZ grass-fed beef and lamb
Despite significant export and supply chain disruptions, New Zealand’s red meat exports reached a record high of $9.2 billion (US $6.62 billion) last year, with the US leading beef export volume growth across all key global markets.??
Beef +Lamb New Zealand has seen double-digit percentage?increases?in?quantity?(15%)?and?value?(34%)?of grass-fed?beef exported?to the US?in 2020, signifying?high?demand?and growing preference?for New Zealand grass-fed?beef.??
“The global meat sector?faced?unprecedented challenges?last year,?but the tremendous growth?we achieved is a testament to?the agility?of?our farmers and processors ?and growing demand. Throughout the pandemic,?consumers sought safe, nutritious?and sustainable food?choices, and many?selected?New Zealand grass-fed beef and lamb?from our trusted brand?partners,” said Nick Beeby,?General Manager Market Development, B+LNZ.
In addition to?growing consumer?awareness?and preference for?grass-fed beef and lamb from New Zealand,?several market?trends?also contributed?to?strong?performance in 2020,?including?a surge?in at-home meal consumption?due to COVID-19?and a focus?on healthy eating and immunity-boosting?foods. According to IRI data, “100% Grass-fed” was one of?the top 10 product claims consumers looked?for in?2020. The?overall?fresh meat category also?saw growth in 2020.?Fresh meat?sales were up 35%,?and fresh meat?led?to?fresh?aisle?growth?at?18%.???
Silver Fern Farms,?New Zealand's largest red meat producer and exporter,?has seen a?36% increase in?retail presence on the West Coast?compared to the year prior. In November 2020, the company launched a direct-to-consumer?e-commerce site?to provide their premium quality grass-fed red meat products direct to customers across the US.??
"We are pleased with our retail and e-commerce expansion and will continue to focus on channel growth to bring conscious Americans our sustainable red meat. We care a lot about protecting the environment and sustainability at Silver Fern Farms. In fact, our Sustainable Chain of Care program includes a range of initiatives and targets to reduce our environmental impact, such as reducing water and energy use,", declared the company's Director of Sales for the US market, Matt Luxton.
Appetite?for grass-fed?meat?continues to show?significant?gains?in 2021?as?Americans?prioritize sustainably raised food?products.?A?2020 survey?found that nearly 7 in 10 Americans?said buying sustainably raised?or produced?food?products?is a priority.?
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