[2 May/NZ Farmer]

Beef + Lamb New Zealand hoped its new brand would hit the sweet spot for global consumers. Beef + Lamb NZ Market Development Manager, Nick Beeby, said it was developed and refined with consumers in Britain, the U.S., India, China and other countries. He added that there was increasing demand for red meat, but consumers wanted premium red meat. Lamb had strong potential for value and demand. He noted that many consumers thought New Zealand beef and lamb was finished in a feedlot instead of being grass fed and as a result there was a marketing story to tell. Mr Beeby emphasised that consumers wanted to know more about how the animals were raised. The new brands are The Red Meat Story and Taste Pure Nature. They are promoted as a unique point of difference and are central to its promise of the purest, most natural meat taste experiences.