BULLETIN ISSUE 16: 17: Winter Spring 2017
GREENLEA FIRST CHILLED BEEF INTO CHINA In March of this year, the government announced an agreement with the Chinese government to allow a trial of chilled meat into China. Greenlea was chosen as one of only six companies (representing ten meat plants) to participate in the trial, but was the first of the six to send chilled beef to the market. An airfreight consignment left from Auckland airport in June. This consignment of premium retail cuts was destined for Shanghai and purchased by an existing customer. Following our original shipment, four additional orders of chilled product have been consigned by both traditional sea freight and air. Since receiving export approval for frozen beef back in 2014, Greenlea has consistently grown this market and has established strong customer relationships. China is now our second largest export market by value. Our investment in a value-add operation at the Hamilton plant may prove to be even more beneficial due to the opening
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of China for chilled. This market could create huge demand for “retail-ready�, directto-consumer products. The Chinese consumer places considerable trust on the New Zealand provenance story. Product that is grown, processed and packaged in New Zealand has intrinsic value. During the trial the Meat Industry Association (MIA) is conducting comprehensive research to gain a greater understanding of the chilled supply chain. This project includes understanding port clearance, distribution and cold chain management. The research project will also focus on Chinese consumer sentiment and perception of New Zealand chilled meat.
You already know that we send the good stuff overseas. Now it’s your turn. Greenlea export quality beef delivered to your door. Without homekill you can’t get more paddock to plate than that. Pure, uncompromised New Zealand beef. Direct to your door. Quality beef at a reasonable price.
NOW TAKING ORDERS AT www.greenleabutcher.co.nz Note: we currently only deliver to non-RD addresses except for RDs in the Waikato and the Bay of Plenty.
MUDGEY’S COLUMN Well, it seems like yesterday that we were sitting drinking tea and greeting those who visited at Fieldays. Another great turnout. Thanks to those who visited. The four winners of the gourmet meat packs were: Stu Hickling (Gisborne); Ian Blackwell (Northland); Andrew Porritt (Taumaranui); and Markus Ruegger (South Waikato). Since then we have experienced one of the wettest winters for many years … hay sheds are empty, lots of mud has been made, and the old fuse is quite short. A BUGGER of a winter. This has created a steady flow of killable cattle, and I can’t help but think that a lot of our normal September kill is already done and dusted. Big thanks to all of our dairy farmers who have helped us with the new calf rules. There are lots of changes our end as well with shift workers starting at 2:00 am to slaughter calves within the required time frames. Numbers had a slow start but have been sound mid-season. A
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reasonable tail end will see us similar to last year. Currently seeing lots of media coverage about tariffs, product oversupply, and all the other bad news stories. Yes, it is a bit of a concern, but my glass is half full … September and October will be quieter with less product on offer. In the meantime, we all know that grass growth and weight gain will pay dividends over the next couple of months. If you have heavy cattle, keep an eye on the dollars. No one ever went broke taking a margin. Otherwise, shut the gate and put some real weight on them. As a wise man once said, never talk religion or politics, and there are only two things certain in life … death and taxes. Lately we’ve seen far too much death, and as far as the other one … encourage workers, neighbours and mates to vote on the 23rd. Remember Trump wouldn’t happen. I’ve heard of fat tax, water tax, capital gains tax and the possibility of a Northland two lane bridge builder having the trump card and calling the shots!! Yes, get out and vote!
RMPP ACTION NETWORK SNAPSHOT OF YEAR ONE FARM RESULTS
10 PARTNERS
COLLABORATING
82%
O F FAR M E R S HAVE FAST-T R ACKE D O R AD O PT E D EN TIR E LY N E W P R ACT I CE S ON -FAR M
55%
55% O F FAR M E R S S AY AN ADVI S O R HE L PE D D R I VE P R ACTI CE CH A N GE .
OF THOSE FAR M E R S W HO CITED A FAST E R R AT E O F CHAN GE, THE AVE R AG E R AT E WAS 2.9 YEARS S O O N E R
6 MEAT PROCESSORS
57%
OF TH E CH A N GES TH AT WERE M A DE FOCUSED ON M ON ITORIN G A N D RECORDIN G ( E. G. LIV ESTOCK WEIGH TS, D RY M ATTER P RODU CTION , FIN A N CIA LS)
9/10
FA RM ERS BELIEV E T HE EX TENSION PROGRA M M E HAS BEEN EFFECTIV E
79%
OF TH OSE IN VOLV ED HAVE A H IGH OR V ERY H IGH L E VE L OF SATISFACTION WITH B E I NG IN VOLV ED IN TH E P ILOT
As you’re probably already aware, Greenlea is one of six meat processors participating in the Red Meat Profit Partnership. Since the beginning of the programme we have worked with 7 of our farmer suppliers piloting a number of different projects. All of the projects have been fundamentally about increasing on farm profitability. 82% of farmers involved in the pilots across all of the processors have fast-tracked or adopted new practices on farm. Another positive outcome from these
WORKING WITH FARMERS
¾ OF PILOT FARMERS CONNECTED
TO EXP ERTS WH ICH OTH ERWISE WOULD N ’T H AV E H A P P EN ED
2017
TH E YEA R WE LO O K TO WORK WITH EV EN M ORE FA RM ERS
pilots has been to bring Greenlea closer to our farmers as we work together and share information. Beginning later this year, more farmers will have the opportunity to work with Greenlea and the RMPP as part of the roll out of the extension programme. The expansion of the programme to up to 3,000 eligible sheep and beef farmers is called Action Network. You can register your interest at http://www.rmpp.co.nz/page/tellmemore/
KEY THEMES FROM THE RED MEAT SECTOR CONFERENCE The annual Red Meat Sector Conference was held on July 30 & 31 in Dunedin. This conference is jointly hosted by the Meat Industry Association of New Zealand Inc. and Beef + Lamb New Zealand Ltd. James Egan, our Chairman, and Tony Egan, our Managing Director, attended on behalf of Greenlea. This year the themes were very much about how we need to adapt to a changing world, where consumer resistance and environmental matters require some new thinking. For instance, we are seeing the advent of plant based protein challenging our traditional understanding of authentic meat and many consumers are starting to question traditional farming practices. These emerging threats are real and cannot be ignored, and so it was good to see that there are plenty of positive ideas on how to position New Zealand meat on the
world stage, with a strong supporting story about how we do things in this country. Greenlea has been proactive in the past year working to develop sustainability through farm assurance and product development initiatives. We are currently working on environmental stewardship, social responsibility and higher animal welfare standards to further strengthen the integrity to our brand. We are fortunate that New Zealand already has a strong reputation for safe and wholesome products, and we now need to build more confidence as a way to safeguard this demand in the future. It is pleasing to note that this view is becoming much stronger across the whole industry.
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Night rescue on
Mt Ruapehu A rescue mission involving the Greenlea Rescue Helicopter saved a woman from a cold, and potentially fatal, night on Mt Ruapehu. The Taupo based Greenlea Rescue Helicopter was tasked by NZ Police, on Sunday 16 July 2017, to assist in a search for a woman who hadn’t returned from a days skiing on Turoa ski field. The woman had exited the ski area boundary on her last run. Having followed the wrong valley and with the onset of darkness she became lost. Her mobile phone battery was low but she managed to contact a friend, saying she has aiming for the Massey Ski Lodge. She never arrived.
She was located, in deep snowdrifts, huddled on the edge of a tree line at about 4,800 feet elevation and well outside of the ski area boundary. With the wind now gusting and lowering cloud starting to partially obscure the mountain, the Greenlea Rescue Helicopter was able to hover load a RARO team member relatively close to the woman’s location. Wading through chest deep snowdrifts, he assisted the woman to a suitable location for the rescue helicopter to hover load her aboard and fly her to safety.
With no known exact starting point and a lot of ground to cover, the Turoa Ski Patrol, Ruapehu Alpine Rescue (RARO) and LandSAR volunteers were all called in to assist the NZ Police with the search. The ground teams were able to cover a great area of the mountain on foot and the Greenlea Rescue Helicopter was able to assist by providing an aerial view and following any leads the ground crew reported. With the deteriorating weather and the woman only in her skiing attire, there was a real fear that if she wasn’t found soon, she may not have survived the night. Fortunately, at approximately 2.30am a very cold and tired but extremely grateful woman was found.
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