Meat & Wool New Zealand announces name-change

Meat & Wool New Zealand announces name-change

Meat & Wool New Zealand has signaled a fresh start and announced its intention to rename itself Beef and Lamb New Zealand Limited following the rejection by farmers for investment in the wool sector in the referendum held in 2009.

Meat & Wool New Zealand Chairman, Mike Petersen said that while the need for a name change was a consequence of the referendum, it also allows for fresh impetus as the organisation moves into a new era with a meat only focus.

“We have spent a considerable amount of time looking at various options for a new name including commissioning someone in the branding world to come up with some suggestions.”

“However we have come to the conclusion that there is considerable merit in sharing the name Beef and Lamb New Zealand with our partner in the domestic promotion work Beef + Lamb New Zealand Incorporated.”

Beef + Lamb New Zealand Inc is an incorporated society that has responsibility for promoting beef and lamb in the domestic market, with Meat & Wool New Zealand as its principal funder. New Zealand meat retailers and processors also contribute to the domestic marketing of red meat.

Mr Petersen said Beef + Lamb New Zealand Inc would continue to operate in its own right with its existing corporate branding and there is ongoing work to strengthen the working relationship between the two organisations.

“Alongside this we see significant opportunities for Meat & Wool New Zealand to rebrand itself Beef and Lamb New Zealand, building on the organisations new focus on “Farm”, “Market”, “People” and “Information”.

“While the look and feel aspects of the brand are still to be developed, there is strong agreement that the name Beef and Lamb New Zealand is an obvious brand for Meat & Wool New Zealand to evolve to.”

ENDS

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