03 February 2011

Federated Farmers welcomes Silver Fern Farms (SFF) and the New Zealand Merino Company's (NZMC) partnership to push Merino sheep meat into untapped markets.

"We applaud any new initiatives to expand New Zealand's meat and fibre into untapped markets. Times have been tough for many farmers and this kind of forward thinking is welcomed," says Bruce Wills, Federated Farmers Meat & Fibre spokesperson.

"Merino, traditionally farmed to produce a low micron wool used in luxury brands such as Icebreaker, has great potential as a premium sheep meat. Local chefs Al Brown and Steve Logan have highlighted it as a delicacy and there's always a market for a quality product.

"One of the great misconceptions we have in New Zealand is that sheep meat is just sheep meat. There are some 30 breeds of sheep. Just as each has different wool characteristics, they all have different meat and taste characteristics too.

"NZMC and SFF's repositioning of the finer grained, darker, merino meat from an early season 'stocking filler' for meat producers to a sought after product is to be applauded.

"When you go to the supermarket, is your selection of fish or wine limited to single breeds or grapes? Of course not. You choose between a Pinot Noir and a Chardonnay drop, a John Dory or a Snapper fillet.

"Even the conditions a lamb is raised under can determine its taste characteristic - similar to a fine wine's terroir, or Japanese Wagyu beef.

"It is great to see two major agricultural companies, focused on two separate products, working together to pursue these kinds of opportunities. This breaks new ground.

"Merino meat is a great first step, but remember, we have many more sheep flavour profiles to play around with here.

"I am intrigued as to whether NZMC's knowledge of fine wool meats can result in attractive contracts for farmers, but the feedback from the meetings we've had so far suggests the prospects are good.

"Federated Farmers is always keen to see new markets being opened up through research and innovation in our meat and fibre sectors. It's this kind of thinking New Zealand was founded on," Mr Wills concluded.

ENDS

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Parliament Debate Live - Video Of Budget 2011
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