Copyright farmersweekly
Reading Time: 2 minutes The Meat Industry Association of New Zealand has launched its first in-market activation of the refreshed Taste Pure Nature country-of-origin brand. That activation features a pop-up restaurant in Shanghai, designed to showcase the premium quality of New Zealand beef and lamb. Hosted by acclaimed New Zealand chef Ben Bayly, the event on November 5 brought together 82 guests, including representatives from New Zealand’s red meat processing and exporting companies, business partners, government officials and key industry stakeholders. Guests experienced a six-course menu featuring dishes such as braised Lumina lamb shoulder with Tatua cheese, Silver Fern Farms tenderloin tartare and innovative desserts crafted with New Zealand ingredients. “This evening was about celebrating New Zealand beef and lamb and giving our partners and consumers a chance to experience Taste Pure Nature,” MIA CEO Sirma Karapeeva said. “This is the first activation under the refreshed Taste Pure Nature brand, and it was a great opportunity to demonstrate the care, skill and quality that goes into every cut of New Zealand red meat.” China is one of New Zealand’s most strategically important markets and the country’s second largest for beef and lamb, she said. “We know Chinese consumers care about quality, health and trust. Taste Pure Nature speaks to all of these, delivering not just great beef and lamb, but a compelling story from our farms to the table. “This Shanghai activation is the first step in a series of initiatives designed to engage the market directly and meaningfully.” Over the next 12 months, the campaign will undertake in-market research and analysis to guide marketing activities, evaluate label claims and traceability and develop channels that best reach and resonate with targeted consumer segments. The Red Meat Country of Origin programme, which includes the Taste Pure Nature campaign, is co-funded by MIA, Beef + Lamb New Zealand and the government. The total investment is $9.4 million over three years. The campaign is designed to raise awareness and drive preference for New Zealand grass-fed beef and lamb in China, a market worth $2.6 billion a year.
