LOS ANGELES – A new marketing campaign was launched on March 20 that focuses on bringing New Zealand meat to the US. Beef + Lamb New Zealand, who represents the country’s beef and sheep farmers, will work with Taste Pure Nature to push New Zealand meat products from The Lamb Company, First Light and Atkins Ranch.
The Lamb Company supplies the US with lamb and other premium naturally raised proteins, including grass-fed beef from New Zealand. The company delivers free range lamb that has been grass-fed, humanely treated and does not have antibiotics or hormones.
First Light raises Wagyu cattle in New Zealand and is known for its Wagyu beef which is antibiotic and hormone free. It also partnered with Non-GMO Project and is Certified Humane.
Finally, Atkins Ranch is a company that raises lamb to high standards including Global Animal Partnership Step 4 approved and Non-GMO Project Verified. Like the other companies, the lamb is always grass fed.
"We are delighted to partner with leading brands and companies from New Zealand to increase consumer excitement and drive discovery for the incredible quality and taste of our grass-fed beef and lamb products," said Andrew Morrison, Chairman, Beef + Lamb New Zealand. "New Zealand sheep and cattle are raised in a farming paradise with rolling green hills surrounded by an expansive ocean and fresh, clean air, and we believe this results in the best grass-fed meat."
The multi-faceted program will launch first in California with online display and video ads, social media, public relations and a bespoke website with information and recipe inspiration.
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). This system is audited by the New Zealand Government-owned AsureQuality.