NZ “tongue-soft” red meat innovation wins 2026 MIA Dragon’s Den
A New Zealand red meat product range with “tongue-soft” texture for elderly or unwell people has won the 2026 Meat Industry Association (MIA) Dragon’s Den competition.
The pop-up is designed to showcase the premium quality of New Zealand's beef and lamb,
Hosted by acclaimed New Zealand chef Ben Bayly, the event on Wednesday 5 November brought together 82 guests, including representatives from New Zealand's red meat processing and exporting companies, business partners, government officials and key industry stakeholders.
Guests experienced a six-course menu celebrating the diversity, taste and provenance of New Zealand beef and lamb, featuring dishes from Alliance Group (Lumina Lamb) and ANZCO.
Sirma Karapeeva, chief executive of MIA, says the evening was about celebrating New Zealand beef and lamb and giving partners and consumers a chance to experience Taste Pure Nature.
“This is the first activation under the refreshed Taste Pure Nature brand, and it was a great opportunity to demonstrate the care, skill and quality that goes into every cut of New Zealand red meat," Karapeeva says.
“Taste Pure Nature is more than a label or logo. It’s a promise of naturally raised, hormone-free, grass-fed red meat, produced with care in one of the world’s most pristine environments. This campaign tells the story of the land, the people behind it and the values we stand for.”
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China is one of New Zealand’s most strategically important markets and the country’s second largest for beef and lamb, she says.
“We know Chinese consumers care about quality, health and trust. Taste Pure Nature speaks to all of these, delivering not just great beef and lamb, but a compelling story from our farms to the table.
“This Shanghai activation is the first step in a series of initiatives designed to engage the market directly and meaningfully.”
Over the next 12 months, the campaign will undertake in-market research and analysis to guide marketing activities, evaluate label claims and traceability and develop channels that best reach and resonate with targeted consumer segments.
“We will be creating real-world experiences that bring the brand to life, build momentum and generate content that extends well beyond this event,” says Karapeeva.
“Taste Pure Nature provides an opportunity for New Zealand’s red meat sector to come together and tell our story in a way it hasn’t been told before, ensuring consumers in China understand and trust the exceptional quality of our beef and lamb.”
The Red Meat Country of Origin programme, which includes the Taste Pure Nature campaign, is co-funded by MIA, Beef + Lamb New Zealand and the Government. The total investment is $9.4 million over three years.
The campaign is designed to raise awareness and drive preference for New Zealand grass-fed beef and lamb in China, an important market worth $2.6 billion a year.
