3 Industry hails UK trade deal Vol 19 No 41, October 25, 2021
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Focus on discerning consumers Neal Wallace and Colin Williscroft
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N INCREASING number of meat and dairy exporters are targeting discerning consumers with products that meet their environmental and animal welfare expectations. First Light managing director Gerard Hickey says suppliers of its beef and venison have to meet certain provenance, welfare and market standards that consumers are prepared to pay a premium. Silver Fern Farms’ Plate to Pasture brand underpins its production values, but will this year launch net carbon zero beef into the US and is seeking suppliers to commit to regenerative agriculture, all of which will pay premium prices. Chief executive Simon Limmer says it has 3500 suppliers certified to NZ Farm Assurance Plan (NZFAP) programme, representing 94% of sheepmeat and 58% of beef supply. “We are targeting 600 suppliers into the new NZFAP Plus extension programme by the end of 2023,” Limmer said. Limmer sees a low-carbon economy as an opportunity to create new forms of value through being climate positive and hailing farmers as climate innovators.
Alliance is extending its range of branded premium cuts but is also looking at ways to capture the history and production values of its suppliers to underpin its product range. Hickey says the Government and NZ public expectations on environmental issues and climate change, reflect those of discerning global consumers. While it was established to supply venison and beef that met animal welfare standards, Hickey says environmental values and addressing climate change concerns is something his innovative suppliers will willingly take a lead. “Our farmers are typically attached to and interested in the market beyond the farm gate and have a particular mindset,” Hickey said. “They are attuned to what our target consumers require and will pay a premium for.” Hickey says NZ needs to tell our story, especially given a global food production trend he is observing. “Increasingly the world is moving in two directions,” he said. “One is big money investing in big science, which is developing new artificial proteins, and the other is specialist producers targeting consumers who want Continued page 3
AT THE FORE: Lake Hawea Station manager Jack Mansfield says consumers demand high animal welfare standards.
Opportunity in meeting demands Neal Wallace neal.wallace@globalhq.co.nz MEETING heightened animal welfare standards will become a requirement for livestock farmers, Lake Hawea Station manager Jack Mansfield says. This is an issue that concerns consumers and is influencing their buying patterns but Mansfield says it is also an opportunity.
By changing management, adopting technology and being transparent, he says Lake Hawea Station is earning premiums for its fine wool. It has adopted or trialled FECPAK G2 to monitor parasites, FarmIQ, Numnuts pain relief, Overseer, shearing score cards that reward quality over quantity, soft landing pads for sheep after being shorn, shade, shelter and water at all times and tonics, salt licks and supplements.