Red Meat Sector Strategy

New Zealand’s Red Meat Sector Strategy highlights three key focus areas for the sector to reach its full economic potential.

Red Meat Sector Strategy [PDF, 2MB]

12-page strategy overview [PDF, 1MB]

Released in May 2011 by the Meat Industry Association and Beef + Lamb New Zealand, the strategy has unprecedented sector input. It is underpinned by in-depth data analysis by Deloitte.

There had been inconsistent and often unsatisfactory profitability across the sector, with an increasing amount of beef and sheep land being used for dairy and forestry.

The strategy aims to steer sheep and beef farmers towards sustainable profits, and to
reinvest in the sector to grow its $8b a year in export earnings.

The strategy promotes action in three key areas:

  • In-market coordination: Creating a strong brand position and acting with scale through greater coordination of exports to grow target markets.
  • Efficient and aligned procurement: Shifting the focus from farm gate to offshore competitors.
  • Sector best practice: Developing farming systems and improving productivity at all stages of the supply/value chain, leveraging research and development and knowledge transfer.


B+LNZ strategy manager, Kelvin Whall, 03 357 0691