Beef + Lamb NZ unveiled the brand for use by exporters on packaging and in advertising and expects it to start appearing on products in markets at the end of this year.
Chairman Andrew Morrison said the organisation’s National Farm Assurance Programme provides validation and authenticity for the brand but will be enhanced by the impending release of an environment strategy.
It reflects the reality nothing can be done onfarm in isolation and the assurance programme will verify NZ farming’s soft environmental footprint.
The environment strategy will set a path to 2040 for the sector to address areas that need improving, further enhancing the Taste Pure Nature brand.
“With our natural assets and farming systems NZ is strongly positioned at an origin level to establish a level of trust and loyalty with consumers that can’t be replicated by other origins,” Morrison said.
Competing meat-exporting countries are making similar claims but Morrison said NZ farmers have to be confident their production systems stand up to scrutiny while also promoting the fact stock are grass-fed and free of hormones.
Meat Industry Association chairman John Loughlin said a NZ brand underpinning sustainable wine-growing had helped that industry command premium prices.
“We believe it has a lot of potential for our industry,” he said.
As shown in the wine industry, there is benefit in having a national umbrella identity such as Taste Pure Nature, telling the NZ story, he said.
“A national brand is a good way of getting that national provenance story across.”
It is up to individual companies to decide if they want to use it. It will start appearing as new packaging is printed.
“I think there will be some early adopters and some followers,” Loughlin said.
The country of origin band was developed over 18 months by B+LNZ, industry and the Government partly in response to competing meat exporters investing heavily to differentiate their products.
“Australia, for example, invests around NZ$68 million per year in marketing its red meat based on the True Aussie brand and Ireland invests in its sustainability programme Origin Green,” B+LNZ chief executive Sam McIvor said.
“It’s critical NZ moves now to safeguard and enhance our position as a premium producer.”
The brand builds on the positive image consumers have of NZ but research showed consumer perception of NZ red meat marketing is weak in some high-growth markets.
McIvor said research also showed a product’s country of origin is a major purchasing factor for consumers, retailers and the food service sector.
“Taste Pure Nature is our unique point of difference and is central to our promise of the purest and most natural meat taste experiences in the world,” he said.
B+LNZ has also announced two pilot programmes in China and the United States in conjunction with meat companies to build demand and visibility for NZ beef and lamb.
Morrison said those two markets were chosen for the pilot because research showed they have potential to grow demand.
“We are seeing strong demand in the US and opportunities for premium prices for NZ red meat such as in China and the Middle East.”
It will involve in-market promotion of Taste Pure Nature to key distributors, food service and retailers and if successful, B+LNZ will work with processors to extend the promotion to other markets.
Companies wanting to use the trademarked Taste Pure Nature brand must apply for a licence and meet certain standards.
