Thursday, March 28, 2024

A platform for red meat’s story

Neal Wallace
A new website selling the virtues of red meat and dispelling some of its myths is being launched.
BLNZ primarily attributes the decline in breeding stock to seasonal factors.
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An initiative of Beef + Lamb NZ (B+LNZ) and the Meat Industry Association (MIA), the Making Meat Better website will tell the sector’s story, and provide information and data, while reinforcing the merits of red meat.

The 150 people who attended the B+LNZ annual meeting in Invercargill this week were told the site will provide data and statistics about the red meat sector, sell the virtues of being grass-raised, its nutritional attributes, while also extolling the environmental stewardship of farmers.

Data on the site will provide a balance to some of the criticism about red meat and farming by providing information on farming’s carbon footprint, action being taken on climate change and provide infographic resources that can be used. 

Chief executive Sam McIvor told farmers that it will reinforce the social licence of farmers to farm, while stressing the sector’s economic contribution.

McIvor revealed research for B+LNZ and the MIA shows the red meat sector each year contributes $3000 per household nationally, but in Southland, where 14% of the workforce is employed in the red meat sector, it is $4000 per household a year.

The site will be live in the next few weeks.

McIvor also announced the launch of the B+LNZ sheep and beef awards, which have been built on the former Sheep Industry Awards.

He says the annual awards will be used to showcase the success of the NZ farmers and the sheep and beef industry. 

Further details and nomination forms will be released in the middle of the year, with the first awards being held in Napier on October 20.

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