[11 July/Farmers Weekly]

Meat companies want to know more about the attributes of New Zealand grass-fed beef. They have invited researchers and others with interest in the area to submit proposals. Meat Industry Association Chief Executive, Tim Ritchie, said the project would establish what was distinctive about New Zealand grass-fed beef and the benefits to consumers. He added they had a group of medical researchers and science providers to come back with proposals. New Zealand meat had to go beyond the clean and green claims that were now widespread across the world. According to Mr Ritchie, the industry was in a new era of collaboration and it would continue to do so with future research. Lamb attributes would not be part of this first project. He noted the meat industry was in good heart with firm sheep meat prices and beef product prices.