Building a NZ brand
B+LNZ’s market development team is building a compelling case for the red meat industry to work with a New Zealand brand story under which individual brands could sit.
Eating quality underpins red meat story
Speaking at Beef + Lamb New Zealand’s beef-focused field days in Canterbury, AbacusBio consultant Jason Archer defined eating quality as tenderness, juiciness and flavour and says much of what farmers do on-farm can influence all of these factors.
Telling the grass-fed story
B+LNZ's new marketing strategy will tell the story about the farmers behind the product, as well as the quality, nutritional value and food safety that underpins our red meat industry, says Bill Wright.
Sitting on a grass-fed goldmine
Phil Smith reflects on the importance of telling the New Zealand red meat story and how B+LNZ's recently launched marketing strategy will do that.
New Zealand Red Meat story development begins
New Zealand’s red meat sector has taken another step towards crafting its own story for positioning New Zealand beef and lamb as a premium food choice globally.
New Zealand’s sheep and beef farmers have a profound story to tell about where and how our meat is produced, says Mike Lee.
New red meat marketing strategy tells farming story
The story of New Zealand farming and its farmers will be at the heart of Beef + Lamb New Zealand’s new market development strategy targeting new and emerging markets.
Sharing our sector’s story
It’s time to tell the world the “New Zealand sheep and beef story”, says B+LNZ director Kirsten Bryant.
Telling our story
With a new crop of lambs about to be born, Central South Island Director Bill Wright thinks about the value of telling "our farming stories" as part of a marketing strategy for New Zealand lamb.
Valuing the New Zealand farming story
The release of a plant-based hamburger patty onto the market offers NZ red meat producers an opportunity to differentiate their product on the world stage, says B+LNZ farmer director Phil Smith.