Friday, March 29, 2024

US foodies drive TPN’s popularity up

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Taste Pure Nature (TPN) is growing in the United States, as conscious foodies strive to understand where their meat comes from. Beef + Lamb New Zealand global manager brand and red meat story Michael Wan says brand tracking in the US market shows there is increased awareness of the TPN NZ red meat brand and story.
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Taste Pure Nature (TPN) is growing in the United States, as conscious foodies strive to understand where their meat comes from.

Beef + Lamb New Zealand global manager brand and red meat story Michael Wan says brand tracking in the US market shows there is increased awareness of the TPN NZ red meat brand and story.

TPN is a global brand platform designed to enhance the position of NZ grass-fed beef and lamb globally.

Awareness of NZ grass-fed beef and lamb and what makes it unique and special has increased by 17%, as more consumers understand the story behind the brand.

B+LNZ insights show that US consumers are highly likely to buy, pay more for, as well as recommend NZ grass-fed beef and lamb.

“More and more US conscious foodies are coming to understand that NZ has a unique natural environment and approach to farming that’s perfect for producing high-quality and nutritious grass-fed beef and lamb,” Wan said.

“US consumers now also rate both NZ beef and lamb as excellent on delivering overall value, that is, being worth what they are asked to pay.” 

Climate change and COVID-19 have caused a shift in how global consumers, including those in the US, consider sustainable food practices.

Wan says consumers are becoming more environmentally conscious and their choices reflect these changing values.

“Diets are expected to shift to include more environmentally-friendly, sustainable food practice as people focus on foods that have the lowest climate impact,” he said.

“Already 81% of US consumers agree or strongly agree with supporting brands that partake in sustainable farming or regenerative agriculture practices.”

Thanks to beef and lamb marketing efforts through Taste Pure Nature, Wan says these same US consumers are also starting to understand NZ is a leading producer of grass-fed beef and lamb with farming systems that align with their values.

“Our animals graze naturally on grass as opposed to grain or grass-alternatives,” he said.

“Alongside this, they also understand that our grass-fed beef and lamb is healthier, not only for the environment, but themselves.”

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