Beef + Lamb New Zealand Sees Growing US Appetite for Grass-fed, Sustainably Raised Meat
Beef + Lamb New Zealand, which represents New Zealand’s beef and sheep farmers, reported strong growth and increased demand for its grass-fed, pasture-raised beef and lamb. Despite significant export and supply chain disruptions, New Zealand’s red meat exports reached a record high of $9.2 billion last year, with the US leading beef export volume growth across all key global markets.
“The global meat sector faced unprecedented challenges last year, but the tremendous growth we achieved is a testament to the agility of our farmers and processors and growing demand,” said Nick Beeby, General Manager Market Development, Beef + Lamb New Zealand. “Throughout the pandemic, consumers sought safe, nutritious and sustainable food choices, and many selected New Zealand grass-fed beef and lamb from our trusted brand partners.”
Meanwhile, distribution and availability for New Zealand grass-fed beef and lamb continues to grow at retail and online. Silver Fern Farms, New Zealand’s largest red meat producer and exporter, has seen a 36 percent increase in retail presence on the West Coast compared to the year prior. In November 2020, the company launched a direct-to-consumer e-commerce site to provide their premium quality grass-fed red meat products direct to customers across the US.
Matt Luxton, USA Director of Sales, said, “We are pleased with our retail and e-commerce expansion and will continue to focus on channel growth to bring conscious Americans our sustainable red meat. We care a lot about protecting the environment and sustainability at Silver Fern Farms. In fact, our Sustainable Chain of Care program includes a range of initiatives and targets to reduce our environmental impact, such as reducing water and energy use. Watch out for an exciting announcement in the sustainable beef space coming to a store near you soon.”
Appetite for grass-fed meat continues to show significant gains in 2021 as Americans prioritize sustainably raised food products. A 2020 survey found that nearly 7 in 10 Americans said buying sustainably raised or produced food products is a priority. As consumer behaviors and preferences shift toward conscious consumption and more sustainable choices, Beef + Lamb New Zealand continues to educate Americans about the benefits of grass-fed beef and lamb and the New Zealand grass-fed difference.
New Zealand has a holistic approach to farming, which focuses on soil health, animal welfare and thriving farm communities, and a commitment to maintaining the country’s biodiverse environment, protecting water and air and reducing carbon emissions. The country is comprised of multigenerational family farms that believe in a connected ecosystem central to regenerative agriculture, and beef and lamb farmers use methods that have evolved over generations and are well-adapted to local environmental conditions.
Visit the Beef + Lamb New Zealand US website for more information on partner brands and where to buy New Zealand grass-fed beef and lamb at retail and online.