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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Taste Pure Nature one year on

A little over a year since the launch of the Taste Pure Nature country of origin brand in California, Beef + Lamb’s GM Market Development, Nick Beeby, is thrilled with the evolution of the programme. At the start a small number of meat exporters were supportive of what Beeby concedes was initially seen as a B+LNZ initiative, but 15 months later success in targeting specific consumer groups and expansion of the scheme into China have brought increased industry commitment. TPN is now viewed positively as a sector-led strategy and the meat exporters have injected huge momentum and drive in support.

Pace of change keeps getting quicker

Perhaps it’s my advancing age, but it seems as though the changes facing agriculture demand ever faster reactions and responses to stay ahead or even just to keep pace with a whole series of challenges: public expectation, government regulation, consumer tastes, changing climate patterns, and new technologies as well as the usual ones like finances, human resources and health pressures, both physical and mental.

World not yet falling apart

Much to a lot of people’s surprise, the global economy is resisting the dire predictions of many commentators, just as the New Zealand economy continues to perform much better than businesses are prepared to accept. But it is far from certain whether this just a question of timing or the genuine possibility the predictions are exaggerated. Speculation, based on suspicion and anecdote, appears to be an unreliable guide to what is actually happening, so, while planning for an uncertain future is essential, it would pay not to ignore present realities.

Red Meat sector confident despite some headwinds

Since I attended the 2016 conference, having missed last year’s, several things have changed considerably: two years ago Donald Trump wasn’t President, Silver Fern Farms hadn’t concluded its capital raising with a Chinese investor, alternative proteins and non-meat burgers weren’t on the industry’s radar and there was little recognition of the need for a Red Meat Story.