Developed over the past 12 months, the redesign has been created in collaboration with B+L NZ’s processor partners and farmers and will be used to form a foundation for exporters’ marketing programmes.
New Zealand’s beef and lamb sector will be pushed through its marketing promotion ‘Taste Pure Nature’, which will be used as its strapline across the brand.
Sam McIvor, chief executive of B+L NZ, said consumer research showed New Zealand’s overall image as a country was positive, but weak in relation to red meat in high growth markets.
“Taste Pure Nature is our unique point of difference and is central to our promise of the purest and most natural meat taste experiences in the world,” said McIvor. “It’s critical New Zealand moves now to safeguard and enhance our position as a premium producer.”
B+L NZ’s chairman Andrew Morrison added the reason for the redesign was investigating New Zealand’s competitors, who were significantly differentiating and that there was a growing level of anxiety among consumers driven by ‘food scares’ including the use of hormones and antibiotics.
“With our natural assets and farming systems, New Zealand is strongly positioned, at an origin level, to establish a level of trust and loyalty with consumers that can’t be replicated by other origins,” said Morrison.
“Our research shows consumers will pay a premium for naturally raised, grass-fed, hormone-free and antibiotic-free red meat. We are seeing strong demand in the US and opportunities for premiumisation of New Zealand red meat, such as in China and the Middle East.”
Companies who wish to use the ‘Taste Pure Nature’ trademark in global markets must apply for a licence through B+L NZ.
B+L NZ will be running a series of meetings for farmers to learn more about the origin brand in the coming months.