Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search


NFU shoots and misses over Kiwi lamb

23 July 2014

NFU shoots and misses over Kiwi lamb

Federated Farmers feels Britain’s National Farmers Union (NFU) is heading down the wrong track by attacking New Zealand lamb and should instead work with New Zealand to boost British lamb consumption.

“Using pity doesn’t strike us as the best way to motivate British consumers to ditch free range grass fed New Zealand lamb for British lamb,” says Rick Powdrell, Federated Farmers Meat & Fibre chairperson.

“Kiwi lamb is not only grown with a much lower carbon footprint than British lamb, but is cheaper in Britain despite being unsubsidised. Being naturally biased, I consider our lamb to have the best taste profile of any lamb on earth.

“If you reverse these arguments as applying to British lamb, it is not exactly a winning argument. It also misses an essential truth.

“New Zealand lamb isn’t the competition but Pork, Chicken, Fish and other meat proteins are.

“In Britain, between 2000 and 2012, beef, pig and poultry consumption grew as did total British meat consumption. The problem for British and Kiwi farmers alike is that British lamb consumption fell from 368,000 tonnes in 2008 to 277,000 tonnes in 2012.

“That is a fall of just under a quarter in a short space of time. We also know that the Welsh eat 2.1 kilograms of lamb per person per year, the English 2 kilograms, Northern Irish 1.3 kilograms but the Scots only eat a mere 800 grams.

“I’d stop protesting at the Royal Welsh Show and start in-store promotions of lamb in Inverness. It doesn’t take a rocket scientist to realise there’s a great opportunity to lift average lamb consumption benefitting all farmers.

“So instead of bagging New Zealand lamb, the NFU and British producers should be investing their energy into getting consumers to swap from other meat protein to lamb. That includes getting vegetarians to shift towards meat too.

“We shouldn’t be scraping over the crumbs of the pie but getting a much bigger slice of it. That starts though interactive sites like New Zealand’s and by getting celebrity chefs and consumers on lamb’s side.

“It’s about social marketing and telling positive stories instead of acting like Eeyore.

“Positive messaging that lamb is the healthy and affordable luxury is the best way to build market share rather than ankle tapping farmers who are basically on the same team,” Mr Powdrell concluded.

© Scoop Media

Business Headlines | Sci-Tech Headlines


Postnatal Depression: 'The Thief That Steals Motherhood' - Alison McCulloch

Post-natal depression is a sly and cruel illness, described by one expert as ‘the thief that steals motherhood’, it creeps up on its victims, hiding behind the stress and exhaustion of being a new parent, catching many women unaware and unprepared. More>>


DIY: Kiwi Ingenuity And Masking Tape Saves Chick

Kiwi ingenuity and masking tape has saved a Kiwi chick after its egg was badly damaged endangering the chick's life. The egg was delivered to Kiwi Encounter at Rainbow Springs in Rotorua 14 days ago by a DOC worker with a large hole in its shell and against all odds has just successfully hatched. More>>


Trade: Key To Lead Mission To India; ASEAN FTA Review Announced

Prime Minister John Key will lead a trade delegation to India next week, saying the pursuit of a free trade agreement with the protectionist giant is "the primary reason we're going" but playing down the likelihood of early progress. More>>



MYOB: Digital Signatures Go Live

From today, Inland Revenue will begin accepting “digital signatures”, saving businesses and their accountants a huge amount of administration time and further reducing the need for pen and paper in the workplace. More>>

Oil Searches: Norway's Statoil Quits Reinga Basin

Statoil, the Norwegian state-owned oil company, has given up oil and gas exploration in Northland's Reinga Basin, saying the probably of a find was 'too low'. More>>


Modern Living: Auckland Development Blowouts Reminiscent Of Run Up To GFC

The collapse of property developments in Auckland is "almost groundhog day" to the run-up of the global financial crisis in 2007/2008 as banks refuse to fund projects due to blowouts in construction and labour costs, says John Kensington, the author of KPMG's Financial Institutions Performance Survey. More>>


Health: New Zealand's First ‘No Sugary Drinks’ Logo Unveiled

New Zealand’s first “no sugary drinks logo” has been unveiled at an event in Wellington... It will empower communities around New Zealand to lift their health and wellbeing and send a clear message about the damage caused by too much sugar in our diets. More>>


Get More From Scoop

Search Scoop  
Powered by Vodafone
NZ independent news