August 31, 2020

Beef sampler boxes to be launched for online sales in US

Silver Fern Farms is collaborating with its long time US distribution partner Marx Foods and Beef + Lamb New Zealand (B+LNZ) to launch a line of Angus beef sampler boxes for online sales in the United States.

The three new sampler boxes will feature a selection of premium Silver Fern Farms cuts of New Zealand Angus beef.

The products are a response to rising ecommerce spending and demand for contactless delivery induced by the COVID-19 pandemic as well as demand for responsibly raised, safe red meat.

"Sampler box sales have been strong during the pandemic among customers that are looking to stock up or discover a range of new ingredients and techniques in their kitchen," said Justin Marx, vice president of Marx Companies.

"Silver Fern Farms produces some of the highest-quality, purest beef in the world and our customers know it. We're expecting these new sampler boxes to be very popular among those who want it all: impeccable eating quality, purity, sustainability and the highest animal welfare standards."

Silver Fern Farms' US sales manager, Matt Luxton, said: "The timely launch of our Angus beef sampler boxes shows the importance of strong in-market relationships. We work closely with in-market partners like Marx Companies to follow trends and find opportunities to get closer to the consumer and push beyond traditional sales channels, and this collaboration shows why that is so important".

This campaign forms part of B+LNZ's wider market development programme in North America.

"Our US target consumer, the 'Conscious Foodie', values the grass-fed and pasture-raised attributes of New Zealand animals, as well as our sustainable production methods, safe and thoughtful packaging, and the bold full-bodied flavour of Angus Beef," said B+LNZ's global manager (New Zealand Red Meat Story), Michael Wan.

"We have established a close working relationship with Silver Fern Farms and it's exciting to have our collaborative partnership come to life. This campaign exemplifies the strategic importance in building a strong country of origin brand platform which producer brands like Silver Fern Farms can leverage to capture greater value in market."

- The Cattle Site