August 6, 2009

Meat & Wool New Zealand said its decision to seek dollar for dollar market development investment from meat companies is a big step towards cementing better partnerships in the marketing effort for New Zealand beef and lamb in world markets.

Chairman Mike Petersen said the Board is excited about the proposal because it builds on progress already achieved in a number of areas.

The collaborative effort that M&WNZ facilitates between farmers and meat companies is of immense value to sheep and beef farmers. It is vital that they have clear and consistent messages for promotion in a number of key markets, said Petersen.

Alliance CEO, Grant Cuff, said that Alliance continues to support M&WNZ and its market development activity for red meat.

M&WNZ has also been working with the meat industry to develop and grow the North Asian market for New Zealand exporters. This activity has been developed in partnership with industry and is now leading to growth that will benefit farmers in the medium and long term, said Mark Clarkson, Managing Director of ANZCO.

ANZCO believes this generic umbrella builds a strong foundation on which the joint venture projects can be built and allows companies to tailor their commercial promotions, he said.

Alongside the work in established markets M&WNZ has also been looking towards the emerging markets for new opportunities for New Zealand beef and lamb. CEO of Silver Fern Farms, Keith Cooper, said that this work was important in the world's fastest growing region.

Meat & Wool New Zealand will also develop a sector strategy to help determine what the organisation should do, what the commercial sector should focus on and where they should work together, said Petersen.