The Golden Lamb Awards, known as the Glammies, have been held for the past 10 years with the grand final at the Wanaka A&P Show. Earlier this year, Oturehua farmer Robert Gardyne was named producer of the decade.
During the past six months, B+LNZ has been consulting farmers and reviewing its strategy and revenue streams out to 2022.
Farmers had identified some key priorities for investment, while B+LNZ was also faced with reducing income.
As part of a strategic review, B+LNZ has decided not to continue funding the Glammies and it will also significantly reduce funding for the 2018 Steak of Origin competition.
In a letter, chief executive Sam McIvor said B+LNZ accepted the announcement would be disappointing for some people and the decision had not been taken lightly.
While the competitions had been successful over the years and done a "great job" of celebrating New Zealand’s farmers, producers and retailers, B+LNZ believed there were more pressing priorities.
From a marketing and communications perspective, the key focus was on developing and activating the red meat story domestically and internationally, and on promoting farmers and industry with the public of New Zealand to grow the industry’s reputation, with a special focus on telling farmers’ environmental story.
As part of that, B+LNZ would be putting greater emphasis on a National Lamb Day promotion.
Due to the funding reduction, some changes would be made to the format of next year’s Steak of Origin.