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Meat Industry Excellence is seeking registrations from farmers to ensure they are up to date with what the organisation is doing in its bid to drive reform in the meat industry.
While the group had been ''a bit slow off the eight-ball'' communicating with farmers, a website had now been launched, chairman Richard Young, of Tapanui, said.
Farmers were encouraged to register on www.mienz.com and also provide details on their farming operations, including what meat companies they supplied.
The group especially wanted to engage with those farmers who attended the first red meat meeting in Gore in March, as their email addresses were not taken that day, Mr Young said.
MIE was ''keeping the pressure on'' meat companies, as they tried to work on a new model for the industry.
The group did not have a lot of money and did not want to spend a lot of money on a business plan if the companies came out with ''something acceptable'', but it would be ''pushing ahead'' if it was not acceptable, he said.
For Mr Young, one of the big themes to come out of the recent red meat sector conference in Auckland was the potential for lamb in the emerging markets in Asia.
While there was a lot of ''good stuff'' being done, both on farm and with the processors, there was still an overwhelming feeling at the conference of ''we can't continue to do what we're doing'', he said.