ABRIBUSINESS
ANIMAL HEALTH
There’s no other farm like the Clevedon Valley Buffalo Farm. PAGE 26
Sequencing bull genomes could eliminate hereditary diseases. PAGE 40
RURALNEWS TO ALL FARMERS, FOR ALL FARMERS
AUGUST 5, 2014: ISSUE 566
www.ruralnews.co.nz
Meat outlook rosy P E TE R BU R K E peterb@ruralnews.co.nz
A BRITISH meat marketing research specialist says he’s more optimistic than ever about the future of the meat industry. Richard Brown, from Britain, is a partner in GIRA Euroconsulting, which publishes extensive meat market and industry reports. He is also a sheep, beef and arable farmer. Brown told Rural News at last week’s Red Meat Sector Conference in Wellington that his optimism is based on people worldwide wanting to eat the meat farmers produce and pay a price that turns farmers a profit. Farmers in turn can then re-invest in their businesses. Brown says it appears at last that prices for premium meats such as beef and lamb are not being driven by those
of cheaper meats such as chicken and pork. “There will be a growing separation between premium meats and premium cuts, away from everyday, relatively lowpriced meats. But people who like eating fresh meat are going to have to pay more than for a ham and cheese roll. “This will advantage New Zealand because you grow grass well. You have a good image and should be able to sell premium meats all over the world. In China, where people are concerned about impurities in meat, New Zealand
lamb compared with local lamb should be a benefit.” But though New Zealand has done well in marketing its lamb, it could learn from Denmark’s marketing of pork. Danish pig farmers are well organised and work well with processors, dealing effectively with challenges, Brown says. “There is a lot of friction between processors and farmers in New Zealand and this is unfortunate.” Farmers need to know more about the pressures on the meat industry. Some farmers say supermarkets are
UP BEET! This monster beet is seen by Dr Jim Gibbs of Lincoln University as the equivalent of New Zealand’s wheat. He says we don’t have the land area to grow large quantities of feed grains, but beet can be grown virtually anywhere in the country and is especially good for finishing beef cattle. See pp 36-37 for more details.
UP FOR GRABS
Do you know of a rural community project that needs a little cash injection? The community hall, rugby clubrooms or the school playground... Stafix has $10,000 in cash to give away to the three most deserving rural community projects across the country! 0000XXX00
P ET ER BUR K E peterb@ruralnews.co.nz
SILVER FERN Farms (SFF) is just weeks away from an online launch of its best consumer-branded lamb cuts into China via Tmall, the world’s biggest internet shopping site. Tmall and its partner Taobao account for 80% of e-commerce in China, the two sites getting 100 million hits a day. SFF’s general manager sales and category management, Grant Howie, told Rural News the launch is part of the co-op’s China ‘value creation’ strategy to build sales of branded product, formerly sold in high-end supermarkets. “We focus on building our brand story as an integral part of the product, so wherever our product goes it has to [carry] that brand story about New Zealand and SFF. The consumer retail pack selling here in New Zealand is going into China. “We are fast building relationships with big online shopping platforms and the biggest in the world is Tmall… think eBay, plus the US online channels and treble it, that’s how massive they are. “You can go there and [even] buy fresh cherries from Central Otago. So our retail pack of lamb, and soon beef and venison, will go on that platform. It will be one of our key channels to the top end of the Chinese market.” TO PAGE 3
$10,000
Tell us about your local rural community project and be in to win. Make your submission at www.yourcommunity.co.nz. Entries close on 10th August 2014.
their worst enemy – correct in terms of perception, but “unfortunate that farmers feel their ultimate trade customer in reaching the consumer is an enemy. That is unhelpful and… needs to be resolved by more imaginative strategic thinking by retailers and a better understanding of their business by farmers.” “McDonalds is a world class retailer with a good way of looking at their supply chain and recognising everyone has to make money. They don’t screw their partners to death in the same way many food retailers do.”
Huge potential
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