Four goals in new strategy for NZ red meat industry

Andrew Morrison
Andrew Morrison
A new strategy has been launched by New Zealand’s red meat industry, setting four goals for the sector to achieve by 2030.

The blueprint, which built on the first red meat sector strategy adopted in 2011, was unveiled at a joint Beef + Lamb New Zealand-Meat Industry Association function in Wellington on Wednesday night.

The goals were. —

• Sustainably profitable: lift innovation, performance and productivity.

• Premium value: build a platform to create and capture value.

• Vibrant communities: provide economic growth and employment.

• Trusted guardians: guardianship of reputation, animals, water and land.

The 2011 report — which was aimed at improving the sector’s viability and increase its earnings to $14billion by 2025 — identified the greatest potential uplift in sustainable profitability would only be delivered by all sector participants taking action in three key areas. —

• In-market co-ordination: creating a strong brand position and acting with scale through greater co-ordination of exports to enlarge targeted markets.

• Efficient and aligned procurement: a critical need to shift the focus of competition from the farm gate to offshore competitors.

• Sector best practice: developing farming systems and improving productivity at all stages of the supply/value chain, leveraging research and development and knowledge transfer.

In a statement, B+LNZ chairman Andrew Morrison said co-operation had continued to grow and expand into new areas since that first strategy was adopted, fostering "a strong collaborative spirit in the sector".

“By partnering across the supply chain on the most important challenges and opportunities for the red meat sector, we have been able to create value for all sector participants, as well as our country, communities and consumers.”

The latest strategy established the critical priorities that B+LNZ and MIA would work on together with industry partners, linking the whole value chain from farm to fork.

“We have set our sights on greater profitability, sustainability and resilience. We are seeking increased value for our customers and consumers and greater social and economic benefits for Aotearoa. Enhanced integrity, trust and reputation will help achieve our goals,” he said.

MIA chairman John Loughlin said the strategy captured the significant work the sector was already engaged in and the opportunities that would build its future.

“Market position is about enhanced market access for our products worldwide, assurance, differentiation, product benefits and attributes.

"Our innovation work stream will look at future processing plants, future farms, future products, data integration and traceability."

The red meat sector supports more than 92,000 jobs, 35,702 directly and 56,719 indirectly employed. It is New Zealand’s largest manufacturing industry and second largest goods exporter, generating about 16% of New Zealand export revenue.



I find the last of these 4 new strategic goals the most interesting: "Trusted guardians: guardianship of reputation, animals, water and land."
Seems to me this is direct nod towards climate change issues and the increasing demands of our customers that we as a country be able to demonstrate that we are following sustainable and ecological and climate neutral practices. It has been a few years since I have actively worked in the red meat industry but even back then the supermarket chains that purchased NZ meat, Japan, and the USA and China were sending auditors to our freezing works to check up on these things, if we did not meet the standards they would stop buying our meat.
This is the way of the future.
Good luck with dragging NZ farmers kicking and screaming into the 21st century. The new water regulations that have caused such a fuss recently are driven exactly by these changes. The Luddite dinosaurs who cannot accept that the world is changing, that are driving their tractors in protest convoys and drawing up petitions will see our red meat industry destroyed. The sooner our processing plants refuse to accept their animals the better off we all will be.

I live in British Columbia, and like many I have spoken to will not buy NZ lamb and/or beef any more, since it is regarded as 'halal'. The fees for the infamous halal certification go to further islamic jihad.

What a load of racist nonsense.

What's infamous about Halal certification? How is it that you are privy to the inner financial workings of the APHSNZ? Produce evidence of your specious allegations or shut up. You're not in the USA now, sunshine.

Peter35 and his ilk must go fairly hungry if they refuse to buy halal products. Most food producers around the world who sell to Islamic countries produce product that is prepared to halal requirements. Even Canadian food producers. I wonder if he applies his flawed thinking to kosher food?

Given the massive international trend towards veganism driven by consumer prioritisation of health, reduced pollution, water purity, and other sustainability issues perhaps it is time to kill the red meat industry in favour of laboratory developed alternatives. World leader futurists like Bill Gates and Richard Branson started investing in this years ago, it is not exactly new thinking. The world has changed. New Zealand needs to move on and focus on delivering what world markets want, rather than hang around with an outdated meat production industry that is more concerned with its own survival than the good of the country, the market, or the poor heart diseased consumers ...