Beef + Lamb New Zealand chief executive Sam McIvor said the red meat story had involved numerous conversations with farmers throughout the country along with meat company executives and marketing managers.
Help from other sectors was provided by Zespri, NZ Wine, NZ Merino and a food story telling expert from New York.
"The story needs to connect emotionally and rationally and it needs to be authentic," he said.
The purposes of the story included supporting companies to reach out to consumers with underpinning attributes supporting commercial brands.
It would also tell the red meat story to domestic consumers, bringing the human face and pride of farmers to the fore.
Sheep and beef farming employed 22,000 people and another 25,000 were employed in processing and exporting.
More than two million New Zealanders travelled overseas each year and they should be ambassadors for red meat, McIvor said.
Alliance Group showcased Te Mana lamb, Anzco did lamb racks, Greenlea Meats had prime beef, Deer Industry NZ showed Cervena Denver leg and First Light Foods its grass-fed Wagyu ribeye.
Progressive Meats and Silver Fern Farms were also represented and barbecued their premium products for passers-by.
