The development of the Red Meat Story will be a key feature to address macro-consumer trends, opportunities and threats, look at the value of an origin brand and the steps planned for its activation.
After the unexpected geopolitical twists and turns of 2016, 2017 was a year of challenge, change and positive new directions for the red meat sector, outgoing B+LNZ chairman James Parsons said.
On top of an unsettled globe, particularly trade-wise, farmers had endured one of the wettest years on record, widespread dry conditions into summer, intensive public scrutiny of water quality, a new Government and the emergence of synthetic proteins.
“Meanwhile, our board and senior management were developing a new strategy, reprioritising activities and sharpening our focus on what matters most for farmers.”
The new strategy prioritises things that will make a real difference for farmers.
“Access to markets, positioning our industry and products well, protecting and enhancing our environment, which will be backed by a comprehensive new environment strategy, and combining these with farming excellence to have enduringly profitable farms.
“Through focusing our efforts, B+LNZ is now poised to deliver even more strongly by providing valuable insights to the NZ public, Government, consumers, industry and, most importantly, farmers and stakeholders.
“Being insights-driven is one of three key criteria we have assessed our activities against along with protecting or growing farmer profitability and contributing to building thriving rural communities.”
Unless activities meet all three criteria, they are not the role of B+LNZ.
“This has led to some great debates and discussion around the board table as we have reassessed everything we do.
“With a new management structure in place B+LNZ is entering an exciting period where it can deliver with greater impact.
“While we are acutely aware of the headwinds ahead for our sector, globally we are incredibly well placed to adapt and thrive.
“No other red meat sector in the world is better placed to pioneer new ways of tackling global food and environmental problems.
“We led the world following the economic reforms of the mid 80s.
“Now, as the world’s most unsubsidised farming sector and one of the most progressive and educated, we can lead again,” Parsons said.
B+LNZ chief executive Sam McIvor said there is no certainty and no room for complacency.
Farmers worldwide face unprecedented change and challenge as the forces of environmental pressure, consumer awareness and technology combine to create what is a global food revolution.
“In the last year we’ve seen this state of revolution accelerate with the proliferation of new food technologies and products not only on the supermarket shelves but available to consumers through multiple channels.
“No food producer, manufacturer or indeed retailer can afford to rest on their laurels,” McIvor said.
The NZ red meat sector was strongly positioned to take advantage with its premium, natural, pastoral farming systems.
“And telling the red meat story is central to not only harnessing this opportunity but a core platform of B+LNZ’s newly refreshed strategy for supporting farmers over the next five years.
“Our vision is profitable farmers, thriving rural communities valued by all New Zealanders.
“In fact, it’s our farmers’ vision, developed after talking extensively with farmers and industry stakeholders to ensure we’re working on issues that matter.”
McIvor said four priorities would deliver to that vision – unlocking market potential, supporting farming excellence, enhancing environmental reputation and Government and public engagement.
Over the past year B+LNZ had been setting up to deliver on that strategy and show leadership.
“The red meat story is in its final stages.
“We’ve put in place the NZ Farm Assurance Programme via the Red Meat Profit Partnership, letting consumers know where the product is from, how it was raised and that it’s safe to eat,” McIvor said.
Consumer insight work focused on understanding how consumers experience food and make decisions related to red meat.
“This has helped us shape our story.
“We’ve tested what we learnt in the United States, China, Indonesia, United Arab Emirates, United Kingdom, India and here at home.
“It resonates.
“We’re also developing a new environment strategy, ensuring that our farmers will be recognised for their commitment to the environment whilst maintaining the productive capacity of the land.”
More on B+LNZ’s new five year strategy will be presented at the annual meeting in Gisborne on March 22 and in the organisation’s annual report.
The day-long programme includes a field trip to Tangihanga Station while the evening dinner will host a presentation by farmer and author Doug Avery.
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