Consumers are beginning to expect food producers to look after their animals, the environment and their employees equally.
This is especially so on the international stage, where products with pasture to plate traceability are increasingly able to command premium pricing.
This is driving innovators in the red meat and deer sectors to look at how they can gain a competitive advantage over their rivals. It will be the ability to paint a best practice pasture-to-plate story, which industry must then have the ability to demonstrate and back up that will become essential as the alternate protein beast gains momentum.
One competitive advantage developed by industry bodies, processors and suppliers is compliance.
The New Zealand Farm Assurance programme (NZFAP) provides assurances in integrity, origin, traceability, bio-security, environmental sustainability and animal health and welfare.