From the review, Beef + Lamb has worked collaboratively with the processing industry to develop an industry-wide marketing strategy, giving different organisations defined areas of responsibility.
With the release of a plant-based hamburger patty onto the market, dubbed the «impossible burger», the New Zealand red meat industry had to develop its own story, Beeby said.
«We’ve got a massive opportunity to be something special but we’ve got to differentiate ourselves from our competition.»
Meat processors would continue to invest in the short-term, so Beef + Lamb developed a long-term strategy, which had higher risks but potentially higher rewards, he said.
The industry group had previously been investing in maintaining New Zealand’s share in existing markets, but would now be investing in opportunities, he said.
The New Zealand red meat story would be based around the pride, integrity and passion of its farmers, but the story had to be truthful, he said.
«What happens on farm is absolutely important because it proves the credibility to the story.»
Chief executive Sam McIvor tailored part of his presentation to his dairy farming audience, stating farmers had a million dairy cows processed last year.
Beef + Lamb collects levies of $4.40 for beef, including dairy, and 60c for sheep. Levies would not change this year, McIvor said.
A major focus of Beef + Lamb New Zealand Genetics would be researching incorporating beef genetics into the dairy industry, he said.
Meanwhile, Brexit could have massive implications for the red meat industry, and McIvor said the group would be working to maintain New Zealand’s quota access.
The sole attendee, dairy farmer and real estate agent Rex Kane, said this was the first time in his career he could take the time to find out where his levy went.
While beef genetics in dairy cows were a good idea, he questioned the practicalities of getting it right, and keeping the ease of calving in herefords.
He also suggested the group develop an app, similar to the one Fonterra had recently launched, to provide news to farmers on the go.
Beef + Lamb is going through a constitution review this year, questioning farmers on its governance structure.
As it stands the board has six appointed regional farmer directors and two industry directors, appointed by the Meat Industry Association.
The current structure allows for one independent director on the board, a position which has never been utilised.
Beef + Lamb is suggesting three options, to maintain the current structure, have three independent directors along with six farmer directors or six farmer directors and one independent director.
Southern South Island farmer director Andrew Morrison said the board endorsed the current structure.
The industry directors added value to the board, but independent directors could bring valuable skills to the table, including information technology and research and development, he said.
«We don’t think that farming ends at the farm gate or the mailbox.»
However, he believed they would struggle to get the calibre of independent directors with current director remuneration.
Two more Beef + Lamb director consultation meetings are being held this week, both on Wednesday at the Commercial Hotel in Winton from 12.30pm and at the Rosebank Lodge in Balclutha at 7pm.
Source: Stuff
Link: http://www.stuff.co.nz/business/farming/83411035/dairy-farmer-only-attendee-at-beef–lamb-nz-meeting