Meat companies and Meat & Wool New Zealand unite

Media Release

3rd October 2007

Meat companies and Meat & Wool New Zealand unite to scope new lamb opportunities

The four major meat exporters have committed funds and will work together with Meat & Wool New Zealand to scope new opportunities for New Zealand lamb exports.

Meat & Wool New Zealand Chief Executive, Mark Jeffries, said AFFCO, Alliance, ANZCO, PPCS (who account for 75% of New Zealand meat exports) and Meat & Wool New Zealand will contribute to an industry project to assess emerging economies for market opportunities.

"The combined scale of the companies involved will create funding leverage not otherwise available and it will provide an opportunity to explore the potential to develop selected emerging markets for a range of quality New Zealand lamb products."

Mr Jeffries said Meat & Wool New Zealand is already working successfully with the New Zealand meat export companies in the Meat Promotion Group to develop joint venture funding opportunities. Funding from the exporters this year will be used alongside levy funds for beef promotion campaigns in North Asia and the USA for lamb racks.

"While our UK and European lamb markets remain a priority, this new project aims to provide information for a number of New Zealand lamb exporters to consider collaborative opportunities in non-quota markets.

"The markets to be analysed in this new project will include China, Russia, Eastern Europe and India, as they are likely to have considerable potential. Consumers in these growing middle-classes will increasingly seek premium, safe and nutritious red meat for their diets.

"A Working Group will conduct a desk-top analysis of the opportunities using experiences of the past, as well as in-depth market analyses. This will contribute alongside some fresh thinking for marketing the world's best lamb.

"This project is a start for export companies to assess opportunities for new markets, and how collaboration among New Zealand exporters may present a better chance of success.

"The CEOs of AFFCO, Alliance, ANZCO and PPCS consider this is a positive industry approach to address recent poor returns to New Zealand lamb producers."

ENDS

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