He told the annual meeting in Gisborne the Red Meat Story should be rolled out to global markets later this year.
Final details were being signed off with processor partners on the proposed brand mark, story and Go-to-Market strategy.
Strong prices and trade gains such as the Comprehensive and Progressive Trans Pacific Partnership will “undoubtedly help lift the profitability of sheep and beef farming”.
But that must not lead to complacency.
“That’s why we are committed to a number of important initiatives such as the Red Meat Story and the NZ Farm Assurance Programme so the sector can capture more value from key markets.
“We are also continuing to invest in supporting farming excellence with our research and development and extension programmes to boost productivity and reduce costs,” he said.
The producer body has been working with the Government and Parsons said there is general agreement sheep and beef farmers have to contribute to improving water quality, having a lighter environmental footprint and growing the value of products.
“The Government has set an ambitious target of being carbon neutral by 2050 and the sheep and beef sector has reduced its carbon emissions by 19% since 1990 whilst maintaining production.
“The opportunity is to continually improve and share the innovations we develop in tackling these challenges with other countries so we make the world a better place.
“With 2.7 million hectares, almost a quarter of NZ’s indigenous bush is located on sheep and beef farms. Coupled with riparian plantings and exotic woodlots we are in a strong position.”
B+LNZ’s mission is to ensure policies such as the billion-tree planting programme do not have unintended consequences for the sheep and beef sector, such as losing productive land or impacting on rural communities.
Parsons, a Northland farmer, was replaced by Andrew Morrison from Gore while King Country sheep and beef farmer Martin Coup replaced him as a director.
B+LNZ chief executive Sam McIvor said the organisation wants to restore the hero status to farmers so they are valued by the wider community.
It will do that through an environmental strategy emphasising farmers’ position, unlocking market potential and with greater Government and public engagement.
“It is focused on four key areas: improving water quality, advancing towards carbon neutral, enhancing our biodiversity and ensuring healthy, productive soils.
McIvor said the NZ red meat story is more than a brand.
“It is about ensuring we understand what is important to our consumers, that we protect our natural food production systems and are doing more to ensure consumers globally recognise NZ farmers are in the natural food business.”
The Red Meat Story will be supported by the Farm Assurance Programme, including ongoing, in-depth analysis of consumers and markets and look to the future to identify opportunities and challenges.
“All of these things are absolutely necessary to ensure the success of our ultimate objective of raising the value of NZ’s sheep and beef exports.”
