[2 March/Radio NZ]

With the increased pressure from alternative protein food products, the New Zealand meat industry insisted it will survive, and even thrive. Beef + Lamb New Zealand said that large-scale production of alternate proteins was likely to become a reality within five years having received a report on the realities of alternative protein markets. Their General Manager of Market Development, Nick Beeby, added there was untapped potential for natural, free-range, grass-fed, and hormone-free red-meat. He said it was all about New Zealand developing a red-meat story and that we have to be the best. Currently we can only feed 40 million people in the world with our red-meat products, so he believed we need to aim for the top. Achieving a premium price was the long-term vision.