Beef + Lamb New Zealand Inc is responsible for the domestic promotion of beef and lamb and is jointly funded by farmers (Beef + Lamb New Zealand Ltd), New Zealand retailers and New Zealand processors. We also manage and promote the New Zealand Beef and Lamb Quality Mark, through regular auditing at every step in the production chain, ensuring the highest standards are maintained.
We work to promote the consumption of beef and lamb in New Zealand through the creation of delicious recipes that hero our world-leading products. For decades we have produced memorable digital and television campaigns that have surprised, educated and delighted Kiwis. We also produce leaflets on meat cuts, recipe cards and information packs for school teachers and health professionals, and campaigns to highlight awareness of lean beef and lamb in the diet. We work closely with the foodservice industry in order to encourage excellence in beef and lamb cuisine. Beef + Lamb New Zealand Inc also manages the New Zealand Beef and Lamb Quality Mark. The introduction of the Quality Mark in September 1997 put New Zealand's domestic meat industry at the forefront of quality initiatives.
See below to learn more about what drives us.
+ Our Vision
New Zealanders respecting the place of New Zealand beef and lamb as a product in our national diet, and acknowledging the industry as a part of our country’s culture and fabric.
+ Our Purpose
Creating insight-led initiatives to cement demand for New Zealand beef and lamb, resulting in thriving industry returns for our stakeholders: retailers, processors and farmers.
+ Our Strategic Goals
- New Zealanders recognise and appreciate the role of grass-fed, sustainable beef and lamb in a healthy, natural and balanced diet.
- Stakeholders experience thriving returns from New Zealand beef and lamb and therefore see longevity in the industry.
- Beef + Lamb New Zealand Inc is viewed as a vital and valuable organisation by its stakeholders and all those in the supply chain.
+ Our Focus
Nutrition
Value & Relevancy
Environment & Welfare
Stakeholder Engagement
BEEF + LAMB NEW ZEALAND
QUALITY MARK
BEEF + LAMB NEW ZEALAND
CAMPAIGNS
BEEF + LAMB NEW ZEALAND
AMBASSADORS
BEEF + LAMB NEW ZEALAND
STAFF