Retail Meat New Zealand Conference

Terrace Downs

24-26 March 2011

An update to Industry

Rod Slater

Research

A research project was carried out in December 2010 to assist in the development of the 2010-2015 Strategic Plan.

Main Objective

• To gain insight into consumers’ purchasing behaviour and attitudes towards meat (including fish) on the domestic market and ascertain how beef and lamb perform within the category.

Further research will be carried out over the next five years to track progress.

Research – Top Line Results• Lamb is viewed as a ‘special occasion’ meal; not an

everyday meal

• Consumer knowledge of beef and lamb cuts and cooking is a barrier to purchase

• Shoppers say health and nutrition is still a significant influence in their purchasing decisions

• Lamb is not seen as value for money

• Beef is seen as good value for money, with the exception of premium end steaks

Three words about the major issues facing us.

SUPPLY!

SUPPLY!

SUPPLY!

You could ask with supply so tight, what’s the need to promote?

What’s on the programme this year?

Key Tactical Activities

Light weight TV

Meat Magazine First edition available for distribution through selected stores from mid April.

• Bringing delicious and easy recipes to consumers

• Providing information about beef and lamb cuts and cooking techniques

• Value and budgeting tips to help keep lamb on the family dinner menu

• Competitions• Educating consumers of the nutritional

properties of lean New Zealand beef and lamb ~ important as part of a healthy

well-balanced diet• FREE!

Wide range of on-pack labels, recipe cards, posters and leaflets

available free-of-charge.

Order online (www.beeflambnz.co.nz)or Freephone 0800 733 466

Point of Sale

Heart Tick and Quality MarkWhy use the Tick?• With shoppers saying health and nutrition is still a

significant influence in their purchasing decisions, any opportunity to reinforce this message is important

According to the Heart Foundation• The great majority of main household grocery shoppers

(89%) say that they have bought food with the Tick on it at some time

• 83% of main grocery buyers use the Tick (compared with 81% in 2009)

• 43% always or regularly use the Tick to make their purchasing decisions (compared to 46% in 2009)

www.recipes.co.nz• 15,000 database of loyal users• Monthly newsletter to users featuring two new beef and lamb recipes• Hundreds of recipes for all occasions• Cooking tips and FAQs• Cooking videos, featuring Allyson Gofton

Next steps: • Integrating with

www.beeflambnz.co.nz• Social Media• Increasing the database

Keeping up to date…Check out our blog for the latest news from

Beef + Lamb New Zealand, including updates from our Iron Maidens and other ambassadors.

Join our e-database by entering your details on the homepage of www.beeflambnz.co.nz

Thank you.