Working with meat companies to support NZ beef and lamb
Meat & Wool New Zealand says its decision to seek dollar for dollar market development investment from meat companies is a big
step towards cementing better partnerships in the marketing effort for New Zealand beef and lamb in world markets.
Chairman Mike Petersen says the Board is excited about the proposal because it builds on progress already achieved in a
number of areas.
“The collaborative effort that M facilitates between farmers and meat companies is of immense value to sheep and beef farmers. It is vital that we have
clear and consistent messages for promotion in a number of key markets, including in New Zealand through Beef + Lamb
NZ’s campaign featuring Sarah Ulmer, the Evers-Swindell sisters and New Zealand’s new world champion, Sarah Walker.”
Alliance CEO, Grant Cuff, said that Alliance continues to support M and its market development activity for red meat.
“We work with M through both generic and joint venture programmes, in the latter where we match farmer levy investments dollar for
dollar. In the UK, a market that remains strategically important for New Zealand lamb and which sets the tone for the
world trade in sheepmeat, we support M's role in the development and implementation of promotional strategies and activities.”
“In Germany, where lamb is a niche product, M has worked in conjunction with two of our distributors and with our support, to impact consumers’ purchase decisions,
by running in-store tasting programmes for lamb." Cuff said.
M has also been working with the meat industry to develop and grow the North Asian market for New Zealand exporters. This
activity has been developed in partnership with industry and is now leading to growth that will benefit farmers in the
medium and long term says Mark Clarkson, Managing Director of ANZCO.
“ANZCO believes this generic umbrella builds a strong foundation on which the joint venture projects can be built and
allows companies to tailor their commercial promotions." he said.
Alongside the work in established markets M has also been looking towards the emerging markets for new opportunities for New Zealand beef and lamb. CEO of Silver
Fern Farms, Keith Cooper, said that this work was important in the world’s fastest growing region.
“M has proved to be a valuable partner with ANZCO, Alliance and Silver Fern Farms by supporting the Emerging Markets
project which is focusing on developing new opportunities for New Zealand red meat in China. With support from New
Zealand Trade & Enterprise, this strategic project has seen M act as the glue to support an exciting new collaborative opportunity.”
“Overall, the in-market activity of M staff and programmes, coupled to the work of the Economic Service and the marketing support staff in New Zealand, has
delivered high quality programmes." Cooper said.
The final Levy Proposal addresses the concerns of farmers raised during the consultation round about the level of meat
company funding into Meat & Wool New Zealand’s market development work.
Mike Petersen commented that “The debate was not about the need for marketing and promotion, but about who pays. The
final proposal addresses this issue with a partnership approach over the next five year period. We are seeking
increasing amounts from meat companies for our market development programmes in line with what farmers told us during
the consultation round.”
“Importantly, we will also be developing a sector strategy alongside the commercial participants in the sector. This
will help determine what Meat & Wool NZ should be doing, what the commercial sector should focus on and where we should work together. This
collaborative approach is what will deliver the best results for sheep and beef farmers.” Petersen says.
ENDS