Beef + Lamb New Zealand to increase red meat sales with origin brands

Beef + Lamb New Zealand (B+LNZ) has unveiled its new origin brands to elevate New Zealand’s sheepmeat and beef products in the global market.

The Red Meat Story and Taste Pure Nature origin brands have been developed in collaboration with B+LNZ’s processor partners and farmers over the past 12 months.

By the end of this year, B+LNZ will be allowing New Zealand exporters to use Taste Pure Nature brand assets in all markets, appearing on packaging, advertising, and other material.

The initiatives aim to improve the visibility of, as well as demand for, New Zealand beef and lamb products by promoting Taste Pure Nature to key distributors, foodservice, and retail channels.

The farmer-owned company is working with processing companies on two pilot programmes in China and the US.

If successful, B+LNZ intends to work with processing companies to extend the active promotion to further markets.

B+LNZ chief executive Sam McIvor said: “Taste Pure Nature is our unique point of difference and is central to our promise of the purest and most natural meat taste experiences in the world.

“B+LNZ’s research also showed a product’s country or place of origin is a major factor in purchasing decisions by consumers, retailers, and the foodservice sector. It is a shortcut to understanding and trust. It provides a basis for choosing a brand if it is available, which adds further value and differentiation.”

McIvor explained that consumer research had suggested New Zealand’s overall image as a country is positive, but is weak in relation to red meat in high growth markets.

B+LNZ is planning to organise a series of meetings for farmers to learn more about the Red Meat Story and origin brands.