Palmerston North's Scott Kennedy will be flying to Asia this week to represent New Zealand after winning the Steak of Origin competition for the fifth time.
Mr Kennedy, who is the owner and chef at Cafe Nero, will be showcasing the best of New Zealand's beef to key audiences in Taiwan, Korea and Japan.
He will also be educating high profile chefs, key purchasers, importers, distributors and students, as well as running seminars that include cooking demonstrations and question and answer sessions.
Mr Kennedy said the Asian market was crucial to the future of New Zealand beef.
"Having the opportunity to teach them about our country's great product is very exciting. It will also be a fun and unique chance for me to teach the chefs the best cooking techniques in order to get the most out of our beef, techniques often very different to what they are used to."