New Zealand's red meat sector has taken another step towards positioning New Zealand beef and lamb as a premium food choice globally.
More than 70 people including farmers, meat exporters and government partners, have been meeting to advance the project that will support better sector profitability.
Beef + Lamb New Zealand chief executive Sam McIvor said the sector had been working together for 12 months, designing a new market development plan, and the first piece of it was defining the sector's story.
![Beef + Lamb New Zealand CEO Sam McIvor. Photo / Supplied](https://www.nzherald.co.nz/resizer/v2/5KSVAX4QJIJBEEZFOTEYHNWLJ4.jpg?auth=236ca344fbc8fd8e2193f0b6ce84581f1c41cb7f805615b84aed4ea0226cccdc&width=16&height=13&quality=70&smart=true)
The workshop included Mike Lee, chief executive of the New York-based food design and innovation agency Studio Industries who encouraged participants to find their authentic food story.