This week, Beef + Lamb New Zealand’s (B+LNZ) Senior Trade Policy Advisor Nicholas Jolly, attended the Global Conference on Sustainable Beef (GRSB) in Punta del Este, Uruguay. As a board member of GRSB, B+LNZ plays a key role in ensuring New Zealand's beef sustainability practices are recognised globally.
Jolly emphasised the importance of this involvement saying, “The GRSB and the conference provide a great opportunity to connect with major buyers of New Zealand beef, such as McDonald's and Hilton Foods, to understand their expectations from suppliers.”
The event also allowed for collaboration, offering insight into their sustainability approaches and identifying areas for joint advocacy on issues like methane emissions, the role of beef in global diets, and how to communicate these efforts internationally.
“The GRSB brings together a wide range of organisations, companies, and individuals focused on sustainable beef production,” Jolly added.
“Given the increasing scrutiny on animal agriculture and its environmental impact, it’s essential we demonstrate that beef can be produced sustainably and ethically.”
At the conference, Jolly highlighted the work New Zealand farmers, processors, and B+LNZ have done to measure emissions and the ongoing research to reduce them in beef production.
While New Zealand farmers are leaders in sustainable beef production, Jolly noted that staying ahead of rising demands from customers, banks, and trade partners is crucial. One of the conference’s key themes was the growing need to prove that beef is produced ethically and sustainably. Meeting these expectations requires solid data and action, particularly through assurance programs and industry-wide initiatives.
“If we can lead the conversation, we can report on what matters to our sector and share our story,” Jolly explained.
“Waiting too long could mean the industry faces externally imposed requirements, which could be costly and inefficient.”
Jolly pointed to the short-lived nature of methane and the importance of New Zealand’s world-leading split-gas target.
“Our farmers understand this issue well, and we need to continue to take the lead internationally,” he said.
The GRSB’s diverse membership across countries and supply chains helps amplify New Zealand’s voice on these matters.
While issues like deforestation are not relevant to New Zealand’s farming systems, Jolly stressed the need to prove this to customers. “This is both an opportunity to access premium markets and a risk if we can’t substantiate our claims.”
New Zealand farmers must stay aware of these evolving requirements and adapt to maintain their leadership position. “To remain world leaders, we need evidence. Our competitors are doing this, and our customers expect it.”
With 90 percent of New Zealand beef exported, it’s vital that New Zealand remains present and proactive in international discussions. The GRSB provides a platform for New Zealand beef farmers to have a strong voice on the global stage.
Farmers can get involved by joining the New Zealand Roundtable for Sustainable Beef, which includes members such as AgResearch, ANZCO, McDonald’s, Silver Fern Farms, SPCA, and Rabobank. The first year’s membership fee is waived for farmers enrolled in an assurance programme.
More information
Find out more about NZRSB members.