NZ beef and lamb sales in the US are growing
Beef + Lamb New Zealand (B+LNZ) and Silver Fern Farms are celebrating another year of successful joint marketing efforts in the United States. The partnership, which included a series of seasonal marketing campaigns, outdoor advertisements and creative brand programs, resulted in significant sales growth and increased awareness. The American appetite for grass-fed sustainably raised New Zealand beef and lamb is growing. Lamb and beef exports to the US have lifted by 41% and 5% respectively compared to the 2019-2020 season, with chilled beef lifting by 62%. To build on the momentum in the U.S., B+LNZ and Silver Fern Farms crafted several campaigns designed to capture the hearts and appetite of ‘Conscious Foodie’ consumers.
Just last month, the organizations wrapped a three-week joint campaign designed to promote New Zealand grass-fed beef via the Silver Fern Farms direct-to-consumer e-commerce platform. Promotional tactics included curated 100% Grass-Fed New Zealand beef bundles, a product offer, paid digital media, social media, email marketing and an online influencer campaign. As a result of the collaborative campaign, Silver Fern Farms saw a 247% increase in website traffic, a 291% increase in beef products sold and a 254% increase in beef revenue.
“The beef-focused e-commerce campaign is a prime example of how B+LNZ can add value and provide support to brands looking to break through in the US,” said Michael Wan, B+LNZ’s Global Manager – New Zealand Red Meat Story. “By working together and combining resources, we can reach even more consumers, building increased awareness and preference as well as sales of New Zealand grass-fed beef and lamb in a key market.”
As a result, the Restocker Lamb Indicator price has risen to 735¢/kg carcase weight (cwt) wh...
This moving production highlights the essential role of generational change in the Spanish countr...
During the meeting, the sector expressed its concern about the serious consequences that the...
