New Zealand launches new beef campaign in Taiwan
November 17, 2009
by Bryan Salvage
WELLINGTON, N.Z. — Meat & Wool New Zealand has launched a new campaign to remind Taiwanese consumers that New Zealand beef is available, natural, safe and healthy, as Taiwan prepares to allow U.S. bone-in beef back into the market,
Taiwan lifted its ban on U.S. products after bovine spongiform encephalopathy was discovered in 2003. Until now, imports have been restricted to boneless beef under 30 months of age.
"As New Zealand’s fourth most valuable beef market, Taiwan is highly important," said Dr. Scott Champion, M&W N.Z. chief executive. "We have developed and distributed posters to Taiwanese importers and retailers of New Zealand beef, and they in turn have distributed them to their customers who stock New Zealand beef. The purpose of the posters is to let Taiwanese consumers know that New Zealand beef is available where the posters are shown, and to reinforce that New Zealand beef is grass-fed, natural, safe and healthy."
The campaign fits directly with M&W N.Z.’s goal of opening up market opportunities, which is how the organization adds value to sheep and beef farmers throughout New Zealand, he added.
"It also fits with the New Zealand grass-fed beef brand launched in Taiwan last year," he continued. "With the slogan ‘Your lean and tender choice bred in nature’s pastures’, the brand aims to further differentiate grass-fed beef from its competitors, and connect directly with consumers while giving them peace of mind."