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What is Beef + Lamb New Zealand?
Beef + Lamb New Zealand is an industry organization representing and supporting New Zealand’s beef and sheep farmers. The organization aims to raise awareness for grass-fed meat from New Zealand, with a focus on delivering information and education on the benefits of grass-fed meat from New Zealand, under the Taste Pure Nature origin brand.
One of the most vital elements of our farming practices is our deeply-committed and devoted community of farmers. Their approach is as unique as the country they love to work and live in. Our farmers are passionate about producing humanely raised meat in the most natural way. They work with the rhythms of nature and adapt to nurture their animals.
New Zealand also benefits from crystal clear, plentiful rainfall year-round, and the ideal temperate climate to allow animals to live contentedly outside through every season. These conditions contribute to the growth of New Zealand’s incredibly lush meadow grass, which is the natural diet of cattle and sheep.
What is Taste Pure Nature?
Taste Pure Nature is an origin brand from Beef + Lamb New Zealand, representing the best grass-fed beef and lamb from New Zealand. When consumers see the Taste Pure Nature logo, they can expect the best of New Zealand grass-fed meat.
All Taste Pure Nature products must pass a series of stringent quality assurance measures, including livestock management regulation, animal welfare maintenance, food safety, government assurance, and more, all of which allow our customers to be confident that they are purchasing meat products of the highest quality and safety.
Why is Grass-fed Beef Consumer Demand Expanding?
Consumers are starting to realize the numerous benefits of grass-fed meat– but even more, it’s a way of life in New Zealand. Since the beginning of New Zealand’s rich farming heritage, our beef and lamb has been raised on a grass-fed diet generation after generation. What does this mean?
- Healthier meats: when compared to grain-fed meat, grass-fed meats have significantly better omega-6 to omega-3 ratios, higher concentrations of conjugated linoleic acids (CLAs), higher levels of antioxidants, lower risk of E. coli infection, lower risk of antibiotic-resistant bacteria and overall, a better taste
- Improved animal welfare: Grass-fed animals are generally healthier and require few, if any, drug treatments
- Environmental benefits: When used, regenerative grazing systems can help restore grasslands, build soil and protect water supplies
What Type of Quality and Safety Standards are in Place for Grass-fed Beef and Lamb from New Zealand and Taste Pure Nature?
Quality begins on the farm, and New Zealand’s beef and sheep are reared in the fresh, open outdoors, and on pasture for a natural diet of abundant, lush green grass, all year round. These natural advantages are supported by sound management and regulatory adherence.
All New Zealand grass-fed beef and lamb is farmed and processed under the strictest New Zealand Government regulations for food safety and sustainability. All New Zealand beef and lamb carrying the Taste Pure Nature logo is overseen by a nationwide Quality Assurance system, called the New Zealand Farm Assurance Program (NZFAP), which is officially audited by the New Zealand Government owned AsureQuality.
THE CAMPAIGN
Why is Beef + Lamb New Zealand Only Focused on California this Year?
We are excited to begin our campaign efforts in California, home to a consumer-base that is seeking better-for-you and healthier and sustainable grass-fed meat products. Our extensive consumer and market research underscores that California, with its foodie consumers and numerous retailers who carry innovative, sustainable products, is a perfect state to begin our program.
Does Beef + Lamb New Zealand Plan to Enter Additional Markets in the U.S.?
We are confident that we will continue to expand our proactive program to other markets in the U.S. to support our partners and their efforts, and to continue to grow awareness for New Zealand grass-fed beef and lamb.
How Much are You Investing in this Campaign?
This is a multi-year, multi-million-dollar campaign, spanning research, creative, digital media and programming
What Companies/Agencies were Involved with the Expansion of Beef + Lamb New Zealand to the U.S.?
- Crafted Communications (Los Angeles): PR/Communications and Social Media Management
- Rupert, Inc. (Seattle): Campaign Creative, Website Development and Digital Support
- Titanium Media Solutions (Seattle): Media Strategy and Buying
- Antedote (San Francisco): Audience Research, Insights
Where Can I Find More Information on Taste Pure Nature and/or Beef + Lamb New Zealand?
Visit our website at www.beefandlambnz.com. You can also follow us on social media, including Facebook, Instagram and Twitter at @beefandlambnz.
Fast Facts
Why is New Zealand Better for Farms and Farmers?
New Zealand is a country of incredible beauty, blessed with vast, wide open spaces with rich soil, lush green grass, and fresh clean air. This is where you’ll find our farms. New Zealand farms provide a stress-free place for our animals to live; a calm existence where they can roam freely and enjoy their natural grass diet.
While we are proud of our lush landscapes, we are even more proud of our dedication to keeping our environment clean, green, and healthy. Our farmers, many of whom have been working their lands as families for generations, are committed to raising animals humanely and producing the highest quality meat naturally, while also preserving biodiversity, reducing carbon emissions, and protecting the water, soil, and air.
Their approach to farming is as unique as the country they love to work and live in. They work with the rhythms of nature and adapt to nurture their animals.
New Zealand also benefits from crystal clear, plentiful rainfall year-round, and the ideal temperate climate to allow animals to live contentedly outside through every season. These conditions contribute to the growth of New Zealand’s incredibly lush meadow grass, which is the natural diet of cattle and sheep.
Why is What You Put in Your Body as Important as What Your Meat Puts in Theirs?
In New Zealand, grass-fed means something different. Our pristine climate makes New Zealand one of the few places in the world where pasture farming can reach its true potential. Animals are raised on lush, green pasture grass year-round, and can wander and graze freely and happily. The ability for the animals to eat and live as they would naturally is integral to better animal welfare.
When compared to grain-fed meat, New Zealand grass-fed meat is lower in saturated fat, and higher in omega-3 fatty acids and vitamins A and E. Lean New Zealand grass-fed beef and lamb are high in protein, B vitamins, zinc, iron and vitamin D, while relatively low in calories, fat and cholesterol. The protein in beef and lamb contains a complete range of amino acids – the building blocks for growth.
What is Taste Pure Nature?
When you see the Taste Pure Nature logo, you are receiving the highest quality, 100% New Zealand grass-fed and finished beef and lamb that nature has to offer.
We take pride in offering the most delicious, pure and naturally-raised meat on the market, which is exactly what the Taste Pure Nature logo represents.
Why Generation-Upon-Generation of New Zealand Beef and Lamb is Grass-fed?
Grass-fed meat has numerous benefits – but even more, it’s a way of life in New Zealand. Since the beginning of New Zealand’s rich farming heritage, our beef and lamb has been raised humanely and on a grass-fed diet generation after generation. What does this mean?
- Healthier meats: Grass-fed meats have significantly better omega-6 to omega-3 ratios, higher concentrations of conjugated linoleic acids (CLAs), higher levels of antioxidants, lower risk of E. coli infection, lower risk of antibiotic-resistant bacteria and overall, a better taste
- Improved animal welfare: Grass-fed animals are generally healthier and require few, if any, drug treatments
- Sustainability commitment: Our farmers, many of whom have been working their lands as families for generations, are committed to preserving biodiversity, reducing carbon emissions, and protecting the water, soil, and air
- Environmental benefits: When used, regenerative grazing systems can help restore grasslands, build soil and protect water supplies
What are Taste Pure Nature’s Safety Standards?
Backing up our naturally and humanely raised, delicious grass-fed meat is one of the most rigorous, comprehensive, and transparent national Quality Assurance programs, independently audited under the strictest New Zealand government regulations for safety, sustainability and animal welfare.
What’s the Best Way to Cook New Zealand Grass-fed Meat?
Visit our website at www.beefandlambnz.com for recipes and tips.
Can You Recommend any Recipes for New Zealand Grass-fed Meat?
Visit our website at www.beefandlambnz.com for recipes and tips.
Fast and Fun Facts
- New Zealand is home to more than 4.9 million people1, but only five percent of New Zealand’s population is human – the rest are animals.
- From 1990 to the present, sheep numbers in New Zealand have fallen from nearly 50 million to 27 million2, however the country has maintained similar levels of production while doubling the value of exports.
- Since 1990, New Zealand sheep and beef farming has reduced carbon emissions by 30% and we are committed to becoming carbon-neutral by 2050. Farming livestock on open pasture and a grass-fed diet all day, every day, makes this goal possible.
- There are 2.8 million hectares of native vegetation, such as trees and shrubs, on sheep and beef farms in New Zealand, which accounts for approximately one-quarter of all native vegetation in New Zealand3.
- About one third of New Zealand is protected land, including conservation parks, national parks, marine and island reserves, and more.
- Most places in New Zealand receive over 2,000 hours of sunshine a year4.
Fast & Fun Fact Sources:
2 http://nzdotstat.stats.govt.nz/wbos/Index.aspx?DataSetCode=TABLECODE7423
3 Norton, D. Parnell, J. 2018. Desk-top assessment of native vegetation on sheep and beef farms across New Zealand. Unpublished.
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