Red meat sector reaffirms commitment to China

The campaign is designed to raise awareness and drive preference for New Zealand grass-fed beef and lamb in China, an important market worth $2.5 billion a year.

Meat Industry Association leaders joined Prime Minister Christopher Luxon at the event alongside Minister for Tourism and Hospitality Louise Upston and Minister for Ethnic Communities Mark Mitchell.

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.

“‘Taste Pure Nature’ is not just a logo or a label – it’s a promise of naturally raised, hormone-free, nutritious grass-fed red meat that is produced with care by our farmers and processors in one of the world’s most pristine environments,” said MIA independent chair Nathan Guy.

“Launching the next phase of this campaign with a refreshed logo telling the story of ‘Taste Pure Nature’ alongside the Prime Minister and our exporters reaffirms the continuing importance of China as a significant market for our beef and lamb.

“In an increasingly competitive and claims-saturated market, ‘Taste Pure Nature’ helps to protect New Zealand’s place in market—right through to consumers at the point of sale.

“While China is currently the sector’s second largest market, it remains of strategic importance for a wide variety of products.”

Luxon presented official Taste Pure Nature authorisation plaques to key Chinese business partners.

This recognition acknowledges the contribution of the Chinese retailers and distributors, but also serves as a key market differentiator, providing consumers with a visible symbol of authenticity and quality.

"Our relationship with China has been built over many years," says Luxon.

"We want to continue to see it prosper and grow by fostering long-term economic co-operation that benefits both our countries. The Taste Pure Nature campaign does just that." 

Over the next 12 months, the campaign will conduct in-market research and analysis to inform marketing activities, including establishing the value of specific label claims and traceability. It will seek to articulate New Zealand’s red meat’s unique selling points for Chinese consumers, and develop appropriate channels to reach the targeted audience and market segments.

Willie Wiese, chief executive of Alliance Group, said Alliance Group is proud to be part of the next chapter for Taste Pure Nature and to mark the important role these distributors and retailers will play in bringing New Zealand’s premium grass-fed red meat to Chinese consumers.

“Taste Pure Nature recognises the unique story of New Zealand farming, which is founded on values of integrity, care for animals and the environment and a dedication to naturally raised, nutrient-rich beef and lamb,” Wiese said.

“Alliance Group is excited about the opportunities ahead to deepen consumer trust and preference for New Zealand’s world-class beef and lamb.”

Dan Boulton, chief executive of Silver Fern Farms, said focused and well-resourced Country of Origin programmes do make a difference in a crowded marketplace.

"Investing and collaborating with other New Zealand exporters to build a visible Country of Origin platform in China is a sensible way to achieve some critical scale that will help position New Zealand red meat as a premium in market.

"We see this work as complementing our own efforts to share the unique story of the New Zealand farming system and our product offering to build consistent demand and sustainable returns for our suppliers,” Boulton said.