August 8, 2006

New Zealand beef refurbishes its image in South Korea

New Zealand's beef industry is hoping to refurbish its image in its second biggest export beef market, South Korea.

Meat & Wool New Zealand representatives will launch the campaign at a function in Seoul this week.

The name, "New Zealand Nature-Bred Beef", is designed to emphasise the difference between its grass-fed beef and the grain-fed meat from Australia, and the US.

Meat & Wool chief executive, Mark Jeffries, says the rebranding was necessary to correct the negative attitudes to New Zealand beef after restrictions were placed on its exports as traces of an insecticide were found in a shipment last year.

Although New Zealand has managed to salvage most of the good-will lost over that incident, more remains to be done, Jeffries said.