Project will identify marketing potential of regenerative agriculture

Earlier this year before lockdown B+LNZ announced its intention to conduct research into consumer attitudes to red meat produced using regenerative agriculture practices. This project has now been bolstered by an injection of financial support from MPI’s Sustainable Food and Fibre Futures fund and the involvement of the wine industry’s Bragato Research Institute which is keen to discover any potential for improving vineyard management, as well as evolving brand messaging across the wine industry.

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Decades of dietary advice misguided

For at least the last 40 years international health guidelines have recommended minimising intake of saturated fats contained in red meat, dairy, cocoa and palm oil in a mistaken attempt to improve public health, particularly in first world countries. Heart disease skyrocketed to become the leading cause of death by 1950 and scientists hypothesised the cause to be dietary fat, particularly the saturated variety.