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.”
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