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Delivery trucks emblazoned with cows grazing in scenic New Zealand landscapes are a common sight on the streets of Taiwan. The trucks also feature delicious-looking beef dishes, to tell a complete story of grass-fed Kiwi beef, from pasture to plate.
The Beef + Lamb New Zealand initiative has been running since 2008, says the industry-good organisation's Asia markets manager, Helen Fletcher.
The 'mobile marketing' is a cost-effective way to drive brand awareness, she says.
"Whether the trucks are parked outside restaurants and supermarkets or being seen in high traffic areas while out doing deliveries, they are keeping New Zealand grass-fed beef front of mind for consumers."
Taiwan is New Zealand's largest beef export market for prime cuts. Local beef promotions focus on building and defending New Zealand's market position against strong competition from Australia and the USA.
Beef + Lamb New Zealand created the New Zealand grass-fed beef brand in Taiwan in 2007 to distinguish Kiwi beef from other products in the market.
The English translation of our marketing slogan is: "New Zealand grass-fed beef – your lean and tender choice bred in nature's pastures." The brand also supports the 'three-low' message popular in North Asia – our beef is low calorie, low cholesterol, and low fat.
Chinese beef trade quotas and a looming suspension of Brazilian beef imports into the European Union are expected to reshape global beef trade flows over the remainder of 2026, with implications for New Zealand exporters, according to Rabobank's Q3 Global Beef Quarterly report.
Bovine Viral Diarrhoea (BVD) is sometimes viewed as a dairy industry issue, but the reality is that the disease can have serious consequences for beef breeding herds as well.
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A Māori-owned agribusiness helping to turn a long-standing animal welfare and waste issue into a high-value protein stream for the dairy and red meat sectors wants more industry support.
Alliance Group has secured greater access for chilled beef exports to China, following approval for two of its processing plants to supply the market.
Minister of Conservation Hon Tama Potaka has appointed Susan O'Regan as Chair of the Queen Elizabeth II National Trust (QEII) for a three-year term.
Red meat farmers are welcoming Labour’s plan to review the Emissions Trading Scheme and not to campaign on pricing agricultural emissions.
Where any worker in the kiwifruit industry is mistreated, we expect the authorities to take action.
Mid Canterbury Federated Farmers arable chair, Bevan Lill, said Beef + Lamb NZ data indicated that for the last six years, the average arable return on investment was about 0.8% while inflation ran about 4% - so the average arable farm was going backwards at about 3% a year.
Seed and grain companies share the concerns of arable farmers about the viability of their sector, says Seed and Grain New Zealand chief executive Dr Sarah Clark.
The New Zealand Institute of Forestry (NZIF) says unnecessary changes to New Zealand’s Emissions Trading Scheme (NZ ETS) will seriously erode investor confidence and result in significant reductions in forest planting rates.
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