The North Otago couple gave a presentation during the Beef and Lamb New Zealand Central South Island Council annual general meeting last week about their recent visit to Asia.
The pair visited China, Taiwan and South Korea on a fact-finding mission as part of their duties as winners of the 2012 Ballance Farm Environment Awards.
They chose to visit Asia as they had never been before and they were interested in finding out about the diet of the people in the area and their eating habits.
Mr Smith said the trip highlighted the value of farmers' levies used for marketing, as the Beef and Lamb New Zealand staff in Asia knew their markets and were hard-working.
''I have no issue whatsoever saying that the $9 million is well spent,'' Mr Smith told those present at the meeting.
However, despite the traction New Zealand red meat had gained in Asia, there was still work to be done, he said.
One restaurant they visited in Taiwan had assorted New Zealand beef that had been supplied from multiple suppliers.
''He only bought New Zealand beef, but once it was from New Zealand it was all about [paying the lowest] price,'' Mr Smith said.
''I counted four, if not five, differently labelled boxes of New Zealand processors.''
If New Zealand red meat was to become a high-priced commodity, New Zealand's processors would have to stop undercutting each other in the market, he said.
Mrs Smith said the attitude of some restaurateurs was ''really disappointing''.
However, the pair had also witnessed many practices which were heartening, including the use of social media to market New Zealand red meat.
Many eateries and retailers in the region were dedicated to New Zealand red meat and more work was needed to ensure marketers understood what Asian consumers desired, as it differed from country to country, she said.
- Timothy Brown.