Red meat farmers seek 4.4 million cheerleaders

15 November 2013

Red meat farmers seek 4.4 million cheerleaders

Federated Farmers believes the New Zealand consumer needs to become central to New Zealand’s multi-billion dollar red meat industry.

“Farmers know we have 4.4 million cheerleaders and each one is called a New Zealander,” says Jeanette Maxwell, Federated Farmers Meat & Fibre chairperson.

“We may be export orientated but if we cannot tempt our fellow New Zealanders taste buds, then what hope is there to win in overseas markets?

“We as farmers want the consumer to have quality New Zealand products so that they want to come back for more and more.

“To tell the truth, Federated Farmers believes the promoter of beef and lamb within New Zealand, the people behind the ‘iron maiden’ ambassadors, could play a greater role overseas.

“There’s a rich source of recipe ideas and a genuine brand personality being built around our beef and lamb. The ‘iron maidens’ and other campaigns make what we produce on-farm relevant to health conscious savvy consumers.

“If we want to become a marketing and value-led industry then that starts right here, right now,” Mrs Maxwell concluded.

ENDS

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