Kiwis market merino meat
New Zealand sheep farmers are targeting top restaurants packed with Rugby World Cup visitors to launch a premium sheep meat onto the market.
Silere Alpine Origin Merino meat comes from merino sheep that, until now, have been bred almost exclusively for the production of their prized wool.
Silere Alpine Merino will sell for about 10-15pc more than meat from other sheep breeds.
Slaughtered at 18 months old, this meat from merino sheep will be marketed as having a better developed taste and tenderness because of the higher slaughter age and a diet of mountain tussock grasses.
Alpine Origin Merino aims to increase the combined value of merino wool and meat from €86.5m a year to €132.7m. in the next five years.