‘Silver Fern Farms to Launch Communications Platform

‘Silver Fern Farms Goes to Great Lengths to Launch New Brand Communications Platform and Product Innovations.’

Silver Fern Farms is moving into the next phase of their brand journey this month with the launch of a new brand communications platform and new product innovations, supported by a major advertising campaign, to drive category growth and incremental sales.
 
Sharon Angus, Silver Fern Farms General Manager Marketing, says; “In our quest to build a world-leading brand that consumers love, we’ve consciously turned the old saying ‘from pasture-to-plate’ on its head by focusing on the ‘plate’ first and working with our farmers to raise animals specifically to meet those needs. Our aim with this campaign is to tell the story of the great lengths Silver Fern Farms goes to to deliver the best red meat experience to consumers every time.”
 
The new brand platform and advertising campaign launches on Sunday April 28th . The campaign involves television, print advertising, point-of-sale promotions, PR, and product sampling.
 
Two new innovative cuts, Māhaki Valley Lamb Steaks and Haumako Hills Venison Steaks, will be launched this month in conjunction with the new campaign. These tasty additions are expected to drive further incremental growth for the Silver Fern Farms retail range that is already driving growth in the premium fresh red meat category in New Zealand.
 
“We have seen year-on-year growth of 30 percent in this category since we launched our New Zealand retail range in 2009. These high-end retail packs are hitting the mark with consumers and it’s proving to be a positive investment for the company.”

Growth Through Innovation and Consumer Insight
Silver Fern Farms has been working in partnership with major New Zealand supermarket retailers to stimulate growth at the premium end of the fresh red meat category. On-going investment in innovative new products and marketing initiatives has been based on extensive product and consumer research.
 
Sharon Angus explains, “Consumers are telling us that they really value the consistent quality, simple and convenient cuts, fresh vacuum packaging, lean cuts and great cooking outcomes that Silver Fern Farms provides every time. The two new products we’re launching this month, Māhaki Valley Lamb Steaks and Haumako Hills Venison Steaks, are a fantastic illustration of how we are delivering exciting new products that meet consumer needs, alongside creative sales and marketing initiatives, to grow the premium red meat category in New Zealand.”
 
The two new cuts are being launched with the aim of increasing lamb and venison consumption in specific consumer markets. They were developed for time-poor modern consumers, smaller modern households, an ageing population, and the increase in ‘eating alone occasions’. 
 
The new products and the supporting advertising is designed to help remove barriers to trial, show the great lengths Silver Fern Farms goes to in order to produce the best cuts of meat and let food lovers know that Silver Ferns Farms deliver premium red meat products that are easy to cook, lean, and taste great every time.
 
“We Go to Great Lengths So You Don’t Have To”
Silver Fern Farms knows that to meet high consumer expectations a superior level of attention to detail is required throughout the entire product journey, from plate to pasture. This philosophy extends well beyond the selection of top quality stock and the implementation of fastidious production processes and has been extended into packaging and product education as well.
 
Innovative packaging allows the meat to age and tenderise in the pack and preserves the integrity of product within. The skilled team of specialists at Silver Ferns Farms work throughout the production process to select the best-tasting and most naturally lean, tender cuts. They are then expertly prepared to meet exacting standards by trimming and portioning so they are perfect each time, ensuring no wastage and that nothing has to be done at home other than to put them in the pan.
 
Silver Fern Farms is at the forefront of industry-leading meat processing technology developments, including x-ray quality grading and automation which allows the identification of innovative cuts and noticeable improvements to the eating quality of Silver Ferns Farms lamb, beef and venison.  The identification and tracing technology used in Silver Fern Farms plants means the provenance of all their products can be traced, giving consumers confidence in the quality and safety of the product they’ve chosen.
 
Through their farmer co-operative, and FarmIQ, Silver Fern Farms are helping farmers analyse detailed product information so they can make more informed decisions around how they farm. FarmIQ works closely with farmers by collecting and sharing information, and delivering key insights and feedback from consumers before trailing new techniques. Ultimately, this sophisticated system is designed to positively influence farm management systems across the board and help farmers produce products that consistently exceed consumer expectations.
The result of the great lengths that Silver Fern Farms go to at every step of the supply chain is that the premium red meat category is growing due to innovation and new product development. Consumers recognise the quality of Silver Fern Farms cuts. Barriers to trial are being broken, especially in the venison category, and surveys show that consumers agree it is worth paying more for the quality of Silver Fern farms products.
 
From the plate to the pasture Silver Ferns Farms are leading industry transformation, and building a world leading red meat brand that consumers love.

View our new campaign online: http://www.youtube.com/watch?v=Hx0UJopmQrI&feature=youtu.be
 
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