Beef + Lamb New Zealand has unveiled the brand that can be used by exporters on packaging and in advertising, with it expected to start appearing in markets at the end of this year.
B+LNZ chief executive Sam McIvor said competing red meat exporters were 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.
“It’s critical New Zealand moves now to safeguard and enhance our position as a premium producer.”
The brand is built on the positive image consumers have of NZ but that same research showed consumer perception was weak in relation to marketing NZ red meat in high growth markets.
McIvor said research also showed a product’s country of origin was a major purchasing factor for consumers, retailers and the foodservice 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.”
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.
It will involve in-market promotion of Taste Pure Nature to key distributors, food service and retailers and if successful, B+LNZ would work with processors to extend the promotion to other markets.
There were also plans to extend the meaning of the brand to satisfy consumer anxiety about food scares, the use of hormones and antibiotics, the impact on the environment and animal welfare.
“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,” B+LNZ chairman Andrew Morrison said.
“Our research shows consumers will pay a premium for naturally raised, grass-fed, hormone-free and antibiotic-free red meat.
“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.”
While NZ has one of the most environmentally-efficient farming systems in the world, Morrison said work needed to continue to retain that reputation which supported the marketing of NZ primary sector products.
“Enhancing our sector’s environmental position is a key priority, which is why later this month we will be releasing the B+LNZ Environment Strategy, which sets a path to 2040, guiding farmers forward in a way that is environmentally, economically, socially and culturally sustainable.”
Companies wanting to use the trademarked Taste Pure Nature brand must apply for a licence and meet certain standards.
