[19 April/NZ Farmer]

The meat processor, Alliance Group, was funding international chefs to go on farms to help promote New Zealand meat on the global stage. Chefs from the UK, Hong Kong and New Zealand toured South Island farms and visited premium restaurants recently. Alliance General Manager of Marketing, Peter Russell, said it was aiming to improve awareness and understanding of New Zealand as a supplier of premium fare. He added that although New Zealand boasts a fine reputation, we could do more to highlight key features. He noted that this was an opportunity to demonstrate the passion our farmers had and the fact that not all lamb, beef and venison was the same. The guests experienced a selection of Alliance’s products, and also visited a series of farms. Mr Russell said they were showing that New Zealand meat was raised from a unique land.