The Meat Industry Association (MIA), in partnership with the Government, has launched the next phase of the Taste Pure Nature campaign in Shanghai in the presence of Minister for Trade, Hon Todd McClay, and the New Zealand Ambassador to China Grahame Morton.
MIA Independent Chair Nathan Guy is leading a delegation of red meat sector senior executives to Shanghai for the China International Import Expo, a key feature in the trade calendar.
The New Zealand Government this week announced it will be co-investing $8 million over the next three years in the Taste Pure Nature programme to boost New Zealand beef and lamb exports to the Chinese market.
This next phase will focus Taste Pure Nature’s efforts on key markets within China, with a three-year proof of concept programme that aims to shift buyer preferences for New Zealand beef and lamb by focusing on New Zealand Inc marketing, nutrition, grass-fed verification and attributes, and traceability. Taste Pure Nature, developed in partnership with meat processors and farmers as part of Beef + Lamb New Zealand’s (B+LNZ) Market Development Programme, was launched in 2019.
MIA took over the day-to-day management of Taste Pure Nature on 1 October this year.
The Government coming on board to support the next phase of the programme in China is a welcome development.
B+LNZ remains an active partner in the programme and has committed to $2 million in funding over the next three years.