February 5, 2009
New Zealand looking for red meat opportunities in China
Meat & Wool New Zealand has joined hands with meat exporters Alliance Group Ltd, ANZCO Foods Ltd and Silver Fern Farms Ltd to identify opportunities for New Zealand red meat in China's food sector.
China is a significant high-value market but there has been no collective approach as to how to develop it, so the project is a significant step for the wider industry as it seeks to build new market opportunities for the future, according to Meat & Wool New Zealand CEO Dr Scott Champion.
Among the emerging markets of Russia, India, China and Eastern Europe, market research suggested that China holds the most immediately opportunity for New Zealand red meat when assessed against some key markets and consumer-based criteria.
The initial focus of the Emerging Markets Project is a market audit and evaluation which is expected to be complete by May 2009.
Champion said the market audit will include a detailed study of China's red meat market, identifying geographic focus, confirming market potential, and identify strategies for delivering benefits back to the New Zealand farmer.
