Farmer levies kick-start German lamb consumption

Farmer levies to kick-start Kiwi lamb consumption in Germany

In-store tasting promotions, creative point of sale materials and online communication with consumers feature in Meat & Wool New Zealand’s plan for promoting New Zealand lamb in Germany this year.

Meat & Wool New Zealand General Manager Market Development, Craig Finch says Germany is the number three market for New Zealand lamb by value and number four in terms of volume and there are gains to be made.

“New Zealand lamb has a premium position in Germany and makes up a large proportion of the lamb sold in German supermarkets and other retail outlets.

“Lamb isn’t traditional fare in Germany, so average sheepmeat consumption is only 1kg per year compared to pork at 46kg per year. There is also a general lack of awareness of lamb as a high quality alternative protein, and so its profile is lower in retail outlets.

“Our aim is to kick-start consumption by getting consumers to try New Zealand lamb and encouraging positive perceptions about the product. Ultimately we want to build consumer preference for New Zealand lamb.

“All New Zealand lamb sold in Germany is identified by the New Zealand lamb rosette or packaging that highlights our natural, pasture-fed production systems. We’re also improving the visibility of lamb in stores through creative point of sale materials on shelves, on-pack and in-store television.

“Engaging with consumers is another key tactic. In-store tasting promotions introduce consumers to New Zealand lamb at the point of purchase. The in-store tasting programme, developed and managed by Meat & Wool New Zealand, is co-funded by New Zealand exporters and their importers. Now in its third year the programme has shown consistent growth. In 2007 103 days were conducted reaching 12,175 consumers. Last year demand for the programme had grown to 568 days reaching 81,792 consumers.

The programme is focused on dealing directly with consumers and it is supported by online newsletters and the German-language New Zealand lamb website (www.neuseelandlamm.de) aimed to inspire and update them about the product through recipes, preparation tips and competitions.

“We’re also targeting journalists and, new to this year’s programme - bloggers - with video and recipe press releases to stimulate interest in New Zealand lamb and increase coverage in retailer and monthly magazines as well as online.”

Mr Finch says it is important to grow the preference and demand for New Zealand lamb to support export market growth.

Meat & Wool New Zealand also works with other iconic New Zealand products including wine to raise awareness of the New Zealand lamb brand.

“Important export markets like Germany are critical to the prospects of every New Zealand sheep farmer, so it’s vital that we partner with other organisations to make sure the investment we make on behalf of the industry is maximised.

“To ensure that our strategies benefit the industry as a whole, the plan is agreed with a New Zealand industry forum known as the Meat Promotion Group, which includes meat exporters and processors, as well as representatives from the Meat Industry Association.”

Key Statistics
• Germany is New Zealand’s number two sheepmeat market by value at $350 million (FOB).
• Germany is New Zealand’s number three export sheepmeat market by volume, at 27,235 tonnes (product weight) in the 2008-09 year, excluding offal.
• Germany is a high value market for mutton as well as lamb cuts.
• Germany is supplied within New Zealand's tariff rate quota of 227,854 tonnes c.w.e. to the European Union.
• Germany’s population is over 82 million.

ENDS

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