New Zealand lamb and beef gets US marketing boost

By Michelle Perrett

- Last updated on GMT

New Zealand launches marketing campaign

Related tags: Beef, Lamb

Levy board Beef + Lamb New Zealand is to launch a multi-million dollar US branding campaign to educate consumers on the benefits of grass-fed meat under the Taste Pure Nature origin brand.

The organisation, which represents New Zealand’s beef and sheep farmers, will launch the first campaign in California with strategic focus on Los Angeles and San Francisco. The campaign will include online display and video ads, social media, public relations and a bespoke website with information and recipe inspiration.

The initiative will launch with retail-leading brand partners including, The Lamb Company, the largest North American supplier of lamb and its flagship brand, New Zealand Spring Lamb. Other partners include First Light, which is known for its grass-fed Wagyu beef and was recently crowned a Gold Medal winner at the Global Meat News World Steak Challenge in London​, as well as Atkins Ranch. Based in San Francisco, California, it has several hundred New Zealand ranchers growing grass-fed and finished, Non-GMO Project Verified Lamb for supply to US retailers.

“We are delighted to partner with leading brands and companies from New Zealand to increase consumer excitement and drive discovery for the incredible quality and taste of our grass-fed beef and lamb products,”​ said Andrew Morrison, chairman of Beef + Lamb New Zealand.

“New Zealand sheep and cattle are raised in a farming paradise with rolling green hills surrounded by an expansive ocean and fresh, clean air, and we believe this results in the best grass-fed meat.”

All New Zealand grass-fed beef and lamb is farmed and processed under Government regulations for food safety and sustainability. The Taste Pure Nature logo is overseen by a nationwide Quality Assurance system, called the New Zealand Farm Assurance Program, which is officially audited by the New Zealand Government owned AsureQuality.

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