Meat exporting companies are taking over the Taste Pure Nature marketing programme established by Beef + Lamb New Zealand.
The Meat Industry Association (MIA) will lead the programme with meat companies designing, governing and funding activity using the brand and associated programmes.
BLNZ chair Kate Acland said the levy body will transition to a supporting role, having established Taste Pure Nature in 2019.
She said the brand has achieved its aim of showing global red meat consumers how their meat is produced after earlier research revealed they knew little about NZ farming systems.
“There are growing concerns about the environmental and animal welfare aspects of red meat production, and pressure to reduce meat consumption,” she said.
“At the same time, we are seeing growing interest in natural, grass-fed, hormone-free, antibiotic-free meat, which is the way NZ farms.”
Research also found that country of origin is the primary factor when a consumer considers what food to buy and it is also a shortcut to understanding and trust.
Acland said surveys show Taste Pure Nature has helped address some of those consumer concerns.
A quarterly brand survey last year found more United States and Chinese consumers are aware of, and looking for, NZ grass-fed beef and lamb.
In the United States, Taste Pure Nature continues to influence conscious foodies in California, with 79% saying they would consider buying NZ lamb as a result of seeing the campaign, while 75% expressed the same interest in beef.
Acland said the first market targeted under the new ownership structure will be China, given competition from other red meat exporting countries.
MIA chair Nathan Guy said exporting companies will collectively lead the marketing programme.
“We believe this new phase will help unlock greater value for our brand and the NZ red meat sector as a whole.
“Importantly, this programme will play a key role in ensuring our relevance against the increasingly fierce competition in markets such as China.”
Under the agreement, BLNZ will retain ownership of the intellectual property and companies will take the lead in using the brand in marketing programmes. A governance board, on which BLNZ will have a seat, will be established to manage the investment.
Acland said BLNZ and MIA will each contribute $2 million to the programme over three years to maintain its momentum.
BLNZ and MIA are in discussions with the government about potential support for the programme.
The brand has been used as an integrated marketing programme that operates alongside exporters and includes digital and social media marketing, media and influencer relations, events and advertising.
