Uniform N.Z. lamb image urged

Press, 6 November 1984, Page 49

Uniform N.Z. lamb image urged

PA Wellington The main problem facing New Zealand lamb is that there is no brand to single it out in world markets, according to the Meat Board’s new marketing manager. “We are superb producers of meat at a price and quality second to none, but we have not added value through packaging and branding,” Mr Michael Groves said. There had been a move among some companies from exporting a “lump of meat in a plastic bag” to meat in a plastic pack with a name on it, but all 29 freezing companies had packed meat in their own way, he said. Common standards were needed so that New Zealand lamb stood out in the world market and was easily identified by customers. The Meat Board had promoted the use of a rosette, but this was often printed very small and in various different colours. Mr Groves, aged 39, took up his position with the board last month, and was previously marketing director of Unilever New Zealand, Ltd, and earlier worked with Cadburys, giving him, he said, a strong

“consumer - oriented, branded goods” background. Every promotional dollar spent on New Zealand meat was precious and must be spent wisely so that the industry had to get to grips with the market, talk to the consumers, and understand what they wanted and why different groups bought different products. He said that the industry had to set up an information base to research who the consumers for New Zealand lamb were, where they lived, and why they bought

it Little information gathered at present was directly aimed at finding out these facts. Controls had to be introduced so that the industry could understand what was happening, and new products and packaging forms had to be brought in to keep alive interest in the product. “I perceived an enormous opportunity to do something for this country — and it is important for New Zealand that all protagonists in the plot should have these at heart,” said Mr Groves, giving his reasons for entering the meat industry. “My shareholders are the people of New Zealand”.

Mr Groves said he had been heartened by the industry’s willingness to listen, and said it must build on the pride it had and go forward from that position.