Beef+Lamb brand assets bid to raise export value

Sam McIvor

New Zealand's overall image as a country is positive but weak in relation to red meat in high-growth overseas markets, consumer research shows.

To help counter the weak image, Beef + Lamb New Zealand is launching a blueprint and new brand designed to capture more value for the country's sheep meat and beef overseas.

Taste Pure Nature brand assets would be available for New Zealand exporters to use in all markets, B+L chief executive Sam McIvor said.

The brand would appear on packaging, advertising and other material by the end of the year.

"Taste Pure Nature is our unique point of difference and is central to our promise of the purest and most natural meat taste experience in the world."

B+L research also showed a product's country or place of origin was a major factor in purchasing decisions by consumers, retailers and the food service sector.

New Zealand's competitors were investing significantly in differentiating themselves and winning.

Australia invested about $68million a year in marketing its red meat based on the True Aussie brand and Ireland invested in its sustainability programme Origin Green.

"It is critical New Zealand moves now to safeguard and enhance our position as a premium producer."

B+L chairman Andrew Morrison said research showed consumers would pay a premium for naturally raised, grass-fed hormone-free and antibiotic-free red meat.