Taste Pure Nature baton passed to meat exporters as planning gets underway for Shanghai launch

New Zealand red meat processors and exporters have officially taken the reins of Taste Pure Nature (TPN) ahead of a campaign launch in China in November.

In April, the Meat Industry Association (MIA) and Beef + Lamb New Zealand (B+LNZ) announced New Zealand’s country of origin beef and lamb marketing programme would move to a new phase with exporters assuming responsibility for advancing the Taste Pure Nature brand and activity programme.

The next phase of the Taste Pure Nature campaign will be launched at the influential China International Import Expo in Shanghai in November. A targeted three-year proof-of-concept umbrella brand focusing on boosting New Zealand red meat as a protein of choice for Shanghai consumers will underpin the campaign.

Working alongside New Zealand red meat exporters, the campaign will feature integrated marketing programmes that include digital and social media marketing, media and influencer relations, events and advertising.

MIA Independent Chair Nathan Guy acknowledged the significant work and investment B+LNZ has made in promoting the sustainability of New Zealand grass-fed beef and lamb to target groups of international consumers.

“This second phase of Taste Pure Nature will build on this success in China by raising awareness and driving preference for New Zealand beef and lamb, promoting the natural attributes from our grass-fed, hormone-free animals farmed outdoors.

“By shifting the focus from the style of farming to the nutritional attributes of New Zealand red meat, the Taste Pure Nature marketing umbrella will provide discerning Shanghai consumers with assurances that high-quality New Zealand red meat is also a nutritious, safe and accessible protein option for their families.

“China is a key market for New Zealand’s red meat sector and this programme will play a key role in ensuring our relevancy against the increasingly fierce competition.

“Given the challenging market conditions we are facing, it is more important than ever that we continue to invest in promoting nutritious New Zealand beef and lamb.”

Kate Acland, Chair of Beef + Lamb New Zealand, said it was fitting the next phase of Taste Pure Nature would be launched in Shanghai.

“In April, New Zealand’s high quality grass-fed beef and lamb was showcased in a Taste Pure Nature campaign at well-known Shanghai bistro chain Alimentari.

“As a sector, our future depends on driving greater value and securing higher premiums for our products.

“The Taste Pure Nature programme has demonstrated the power of our farmers’ story and the impact that can be achieved through targeted investment in global markets. Given the current market challenges, it’s more critical than ever to keep investing in marketing.

“B+LNZ’s Taste Pure Nature campaign was designed to lay a strong foundation that meat processors and exporters could build upon for their international marketing effort and we’re confident the companies will continue the programme’s success and take it to the next level.”