Beefing up the sector

Great news with the red meat industry recently announcing its goal to grow the sector from $8 billion to $14 billion by 2025.

The Red Meat Sector Strategy, initiated by Beef + Lamb New Zealand and the Meat Industry Association, is a plan to lift the performance of the meat industry and give it clearer direction.

At the moment there is a real risk that current good returns could create farmer complacency about addressing the long-term issues facing the sector. As a farmer I can identify with the strategy’s clear message that we must all look at lifting our on-farm performance further.

I’d like to congratulate Beef + Lamb NZ and MIA on initiating this work. New Zealand red meat is a valuable product, prized by wealthy consumers in a range of markets. We need to continue to build on this base to restore sustainable profits to the sector.