Government invests $8 million in Chinese market.
Agriculture and Trade Minister Todd McClay has announced that New Zealand will co-invest $8 million to boost beef and lamb exports to China as part of the 'Taste Pure Nature' campaign. The campaign aims to position New Zealand red meat as a top choice for Chinese consumers by highlighting its superior nutritional qualities and attributes.
New Zealand is currently the second-largest source of international lamb for Chinese consumers, with 29% of total red meat exports valued at $2.86 billion going to China in June this year. The country's growing middle class of over 500 million consumers are driving demand for high-quality safe food.
As part of the campaign, the Meat Industry Association and Beef + Lamb New Zealand will work together to promote New Zealand's grass-fed, free-range red meat. This investment is a key step towards meeting the Government's ambitious target of doubling the value of New Zealand's exports in the next ten years.