[1 June/NBR]

The Ministry for Primary Industries and Plant and Food’s joint report assessed consumer response to protein and highlighted the opportunity for New Zealand’s traditional animal-based agriculture. Animal-based protein export revenue accounts for 60 percent of the country’s total primary exports. The report said while animal proteins continued to appeal to traditional consumer preferences, a growing drive for more sustainable and healthier lifestyles was positioned to shift that emphasis to plant protein products. New Zealand should also identify opportunities for all protein types with targeted research and monitoring. A separate case study looking at Impossible Burger noted alternative meat products had the potential to cause a level of disruption to the U.S. beef market. The New Zealand meat industry was aware of the potential threat from alternative proteins.