New Zealand looks to muscle in on Ireland’s grass-fed beef and lamb story
New Zealand is looking at creating an umbrella marketing ‘story’ for its beef and lamb brands, which would emulate yet challenge Irish beef and lamb.
Beef + Lamb New Zealand, the farmer-owned, industry organisation representing New Zealand's sheep and beef farmers, has said it wants to get the story of New Zealand’s grass fed beef and lamb out to consumers.
A marketing team recently travelled to China, the US, Germany, India, Indonesia, the UK and the UAE and says there is low awareness of New Zealand and its food production systems, but a potential for growth, especially in lamb.
Michael Wan, who led the team, says New Zealand is known as being the film set for Lord of the Rings - if at all - and in markets where this country is a recognised producer, New Zealand lamb is often ranked below other nations for premium quality.
“Yet everywhere the team visited, they discovered a real hunger for healthy, natural food with a unique taste profile – and New Zealand lamb ticks all of those boxes.”
He said that the team has found the story of grass-fed lamb and beef produced by farming families has been captured by other producers.
“Australia, in particular has been particularly adept at selling this story, but so too has Ireland and the UK.”
He said New Zealand is being out-marketed by others where the product and provenance is no better than the Kiwi’s.