16 July 2012
German Festival-Goers Flock to Eat New Zealand Lamb and Venison
New Zealand lamb and venison were in such hot demand at Northern Europe’s biggest summer festival, the organisers had to
get in extra chefs to satisfy the hungry queues.
Beef + Lamb New Zealand and Deer Industry New Zealand were invited to take part in this year’s Kieler Woche celebrations
– the first time in the festival’s 130-year history New Zealand has been represented at the international market.
The market in Kiel’s picturesque main square is at the hub of more than 2,000 sports and cultural events which attract
around three million visitors annually to a city with a population not much bigger than Hamilton’s.
Working 16 hours a day for 10 days, the Kiwi culinary team led by Marton-born chef Cristian Hossack served 7,000 lamb
burgers, venison wraps and lamb salads, complemented by wines from Hawke’s Bay vineyard Coopers Creek.
Nick Beeby, B+LNZ manager for emerging markets and strategic projects, says it was great to be working alongside a chef
of Cristian’s stature. A food critic who ‘mystery dined’ the festival rated the New Zealand offering top for food,
service and value for money, stating “it was like eating at a restaurant.”
“It’s hardly surprising the food was so popular or received the plaudits it did,” Beeby says. “With a top chef and top
produce, you can’t go wrong. But it’s even more impressive when you realise the chefs were juggling questions as well as
“There was a constant queue of festival-goers lined up not only to taste our lamb and venison, but to find out more
about its production, how to cook it and where to buy it; asking questions about everything from knife sharpening to
sustainable farming practices. People loved it, and we’ll definitely be going back again.”
The joint venture aimed to raise awareness of New Zealand lamb and venison in Germany, where consumers do not
traditionally eat much of either.
Innes Moffat, venison marketing services manager at DINZ says the novelty was a bonus. B+LNZ and DINZ both run
comprehensive marketing programmes in Germany. However the Kiwi presence at the festival for the first time generated
lots of media interest and free publicity on television and radio, and in the press.
B+LNZ and DINZ attended in conjunction with a major Northern European retailer which sells New Zealand lamb and venison
12 months of the year – so festival-goers knew where to go to get it.
The two organisations will come together again in August for a three-day festival in Frankfurt, where around 40,000
visitors are expected through the New Zealand pavilion.
About Beef + Lamb New Zealand:
Beef + Lamb New Zealand Ltd is the farmer owned industry organisation representing New Zealand’s sheep and beef farmers.
Beef + Lamb New Zealand Ltd invests farmer levies to help develop a growing sheep and beef industry providing
sustainable returns for future generations. Beef + Lamb New Zealand has four programmes – Farm, Market, People and
Information – to deliver innovative tools and services to support informed decision making, and continuous improvement
in market access, product positioning and farming systems for New Zealand’s sheep and beef sector.