New Zealand’s Newest Farmer-Owned Food Company Challenges Virgin Australia to Bet on an Underdog
8 August 2018 – Farmer-owned food company, Hinterland Foods, has launched an online appeal for support to have its meat
products served on Virgin Australia flights.
It follows an invitation by the airline to the country’s meat companies, in response to rival Air New Zealand’s
plant-based Impossible Burger, which has caused a stir in local rural communities.
To help rally support, Hinterland’s Taihape-based team produced a short video to better acquaint ‘the Aussies’ with
rural New Zealand life and make a case for why the company’s products should be chosen.
Led by the farm’s Clydesdale Polly and featuring an appearance from Fieldays Rural Catch 2018 winner, Mairi Whittle, the
team pulls off some impressive cattle choreography, culminating in the formation of a giant ‘V’ by a large mob of
Hinterland Foods Director, Tom Wells, said:
“We are thrilled that Virgin Australia is supporting local farmers and we want to be part of the action. As one of the
country’s newest meat companies we definitely see ourselves as an underdog but if Virgin can give Doug Pitt a fair go,
I’m sure they can give us one too. A deal with the airline would be huge for us”.
“If we are successful, a steak will definitely be in order for our dogs Noogie and Red who played starring roles and
Mairi might even get one too”.
Hinterland Foods launched its first range of flavoured, pre-cooked lamb shanks in Countdown stores in July 2018, with
other products to be launched in the coming months.