Red meat sector reaffirms commitment to China
The next phase of the Taste Pure Nature campaign has been launched in Shanghai, China.
"Current conditions provide a clear reminder that we are still exposed to global cycles and other challenges," he told suppliers in his final newsletter. "However, I am optimistic that our strategy is the right one and we have the momentum and capability to ensure a prosperous future."
Limmer said he'd spent his final week at the company in Shanghai, alongside incoming chief executive Dan Boulton.
"This is a reminder of the opportunities and challenges that incredible markets such as China present to us," he told suppliers. "We will need to earn the rewards on offer by being better connected, agile and creative if we are to deliver to the expectations of a discerning customer who is spoiled for choice."
Limmer claims that the 'nature positive promise' has positioned the Silver Fern Farms brand as a global leader, catching the attention of consumers around the world. However, he concedes this also imposes an ongoing expectation of continuous improvement and integrity beyond reproach.
"We will always be confronted by an ever-changing set of uncontrollable," Limmer added. "Economics, market trends, trade access, logistics, or the weather, all continue to throw curve balls at us, without wanting to reference a regulatory environment which is uncertain and imposing at best."
Limmer says the NZ red meat has enjoyed some tailwinds over the past few years.
"But the volatility remains and challenges still lie ahead as current conditions remind us."
Limmer told suppliers that incoming chief executive Dan Boulton will keep SFF progressing.
"His knowledge of our industry and determination to drive the business forward is clear."
Limmer paid tribute to both the farmer suppliers and workers at SFF saying the greatest privilege in his job was to work alongside some incredibly passionate and progressive people.
"New Zealand farming systems are the best in the world and continue to respond to those ongoing challenges, setting the reference for others," he added. "Consumers will always place real value on the goodness we create from the farms the world needs."
