The Government has signed off on a deal to co-invest $8 million to beef up New Zealand’s meat exports to China.
New Zealand is currently the second largest source of international lamb for Chinese consumers behind Australia, and the sixth largest supplier of beef, said Agriculture and Trade Minister, Todd McClay.
“Together with the sector we have set a joint target of making New Zealand lamb the number one preference with Chinese consumers replacing Australia as the largest lamb exporter to China,” Mr McClay says.
The ‘Taste Pure Nature’ campaign is a partnership between the Government and the red meat sector that will strengthen our red meat brand in China, differentiating it from our competitors, and driving better returns for kiwi farmers and processors.”
As of June this year, 29% of New Zealand’s red meat exports went to China, valued at $2.86 billion, including $1.27 billion in beef and $1.05 billion in sheep meat.
“China’s growing middle class of over 500 million consumers want fast, efficient, ready to eat high-quality safe food. New Zealand’s red meat story is compelling, and one we need to shout from the rooftops,” Mr McClay says.
“Led by the Meat Industry Association (MIA), with support from Beef + Lamb New Zealand (B+LNZ), the campaign will highlight the superior nutritional qualities and attributes of our grass-fed, free-range New Zealand red meat.
“Our red meat exports are a big part of meeting the Government’s ambitious target of doubling the value of New Zealand’s exports in the next 10 years. We are committed to backing the meat sector’s success,” he said.
