Wednesday, 15 July 2015 06:00

Meat marketing rejection a ‘missed opportunity’

Written by 
Andy Fox. Andy Fox.

A meat industry stalwart says the rejection of a joint marketing model between processors and farmers is a missed opportunity.

North Canterbury farmer Andy Fox says if approved the proposed deal would have boosted confidence among sheep and beef farmers, embroiled in constant infighting in the meat industry.

It would also have presented the meat industry as a cohesive group, helping to attract funding from the Government.

Under the deal floated by Beef + Lamb New Zealand, a 50:50 funded market development entity would have focussed on country-of-origin promotion; it was hoped companies would split $8 million a year funding the organisation currently puts into meat promotion.

Fox says the proposal by BLNZ had merits, but the failure to get all meat processors on board led to its demise.

“A cornerstone of the proposal was [agreement that] everyone must be in it,” Fox told Rural News, “so that everyone contributed. [Otherwise,] those who did not contribute -- the free riders -- could therefore also potentially benefit.

“As long as I have been involved with meat company boards or sitting around industry good organisations, the fear of the free rider has been a limiting factor. Instead of just getting on with it, they won’t do it because someone else might get something for free.” 

Fox served for 10 years as a Silver Fern Farms director and nine years as a board member of BLNZ and the New Zealand Meat Board.

He says many farmers would be disappointed because the proposal would have given them the opportunity to work together with processors on marketing for the first time.

“From my time in Wellington, I have noticed the constant infighting within the meat industry; we don’t present a cohesive group for any assistance from the central Government.

“I believe he same amount of disagreement takes place within the dairy industry but the difference is it takes place behind closed doors; in the meat industry there are often open scraps between farmers and different meat companies and between the companies themselves.”

Fox says if nothing the proposed marketing entity would have boosted morale among farmers.

“For the first time in history, the industry -- processing, distribution, shipping and exporting -- would have come together with people who produce the raw material in a joint country-of-origin marketing.”

BLNZ wants its farmer levy payers to decide whether they would continue funding meat promotion and, if so, at what level. Farmers will decide on promotional funding when BLNZ holds a referendum in spring to renew its levies.

Fox believes in light of the meat companies’ decision BLNZ should pull out of marketing and let the companies do their own thing.  “The industry has chosen to go it alone; I hope Beef + Lamb has the balls to say ‘we’ve led the horse to water, you’ve chosen not to drink so we are going to let the horse go free’.”

Fox hopes BLNZ will return to its core business of delivering value behind the farmgate.

“We will do what we know our farmers value -- R&D and technology transfer to farmers behind the farmgate.”

He points out that one of BLNZ’s best spends is on trade access; whether this remains with the organisation or is spun off to the New Zealand Meat Board remains to be seen.

More like this

RMA amendments 'will be a relief to farmers'

The Government’s announcement that a Bill to amend the Resource Management Act (RMA) could be introduced in Parliament next month will be a relief to farmers, says Beef + Lamb New Zealand (B+LNZ).

Winning back farmer trust

One year into her role as Beef + Lamb New Zealand chair, Kate Acland is continuing to work hard and win back farmer trust.

Tough times on farm

Beef + Lamb New Zealand chair Kate Acland says while farmers are quite positive about the new Government, the economic situation on farm is "pretty brutal".

Featured

Vaccinate against new lepto strain

A vet is calling for all animals to be vaccinated against a new strain of leptospirosis (lepto) discovered on New Zealand dairy farms in recent years.

TV series to combat food waste

Rural banker Rabobank is partnering with Food Rescue Kitchen on a new TV series which airs this weekend that aims to shine a light on the real and growing issues of food waste, food poverty and social isolation in New Zealand.

National

Celebrating success

The Director General of MPI, Ray Smith says it's important for his department to celebrate the success of a whole…

Cyclone's devastating legacy

One of the country's top Māori sheep and beef farms is facing a five-year battle to get back to where it…

Machinery & Products

Factory clocks up 60 years

There can't be many heavy metal fans who haven’t heard of Basildon, situated about 40km east of London and originally…

PM opens new Power Farming facility

Morrinsville based Power Farming Group has launched a flagship New Zealand facility in partnership with global construction manufacturer JCB Construction.

» Latest Print Issues Online

The Hound

Cut with care

OPINION: The new government has clearly signalled big cuts across the public service.

Bubble burst!

OPINION: Your canine crusader is not surprised by the recent news that New Zealand plant-based ‘fake meat’ business is in…

» Connect with Rural News

» eNewsletter

Subscribe to our weekly newsletter