Primary Industries

Beef + Lamb commit to ‘reframing sustainability’

In a new report on "shaping the future of New Zealand's red meat sector", industry group Beef + Lamb has pledged to "take charge of the sustainability debate by defining our story"

Beef + Lamb New Zealand has undertaken a survey on the future of New Zealand's red meat sector and identified revamping its environmental message as one of seven "priority areas".

The report says the industry "need[s] to shift the global conversation around sustainability" to "allow us to capture greater value from livestock agricultural production, model practices that are better for the planet, secure the social licence to operate, and increase the profits we derive from our products".

"There is an opportunity to both enhance our sustainable behaviour, as well as better telling our sector sustainability narrative, turning it into a unique selling point for NZ red meat."

Beef + Lamb downplayed efforts to actually improve the sustainability of the industry and instead highlighted the need to improve its messaging. "While certainly there are actions around ensuring the sector is best-in-class around sustainable practice, there is a job to be done around better packaging of our story, and communicating it to the world," the report states.

Over the next year, the lobby group wants to see farmers "phase out farming practices that are inconsistent with the basics of sustainability" and "be able to convincingly talk about the sustainability benefits of chosen farming methods". At the same time, meat exporters and marketers should review their use of plastic packaging and "elevate a sustainable supply chain into an attribute that consumers will want to pay more for".

Help us create a sustainable future for independent local journalism

As New Zealand moves from crisis to recovery mode the need to support local industry has been brought into sharp relief.

As our journalists work to ask the hard questions about our recovery, we also look to you, our readers for support. Reader donations are critical to what we do. If you can help us, please click the button to ensure we can continue to provide quality independent journalism you can trust.

Comments

Newsroom does not allow comments directly on this website. We invite all readers who wish to discuss a story or leave a comment to visit us on Twitter or Facebook. We also welcome your news tips and feedback via email: contact@newsroom.co.nz. Thank you.

With thanks to our partners