Within its newly positioned New Zealand meat range for the hotel, restaurant and catering sector, Silver Fern Farms is highlighting a hero range – Silver Fern Farms Premier Selection Reserve Beef – a premium range based on a master grading system which will ensure consistent quality in beef.
“This is difficult to achieve in beef even with the premium breeds,” says Silver Fern Farms’ general manager marketing Sharon Angus, adding that the system has been launched in New Zealand and is now being offered to partners around the world.
The company does not have a stand itself but its products are being displayed on partners stands around the show. Instead, Silver Fern Farms has taken the opportunity to run an international conference in Cologne with 100 customers from all over the world, which are attending the event. “It gives us the opportunity to share our strategy and innovations with global customers,” says Angus.
Angus says that from a marketing and innovation perspective, attending Anuga – the biggest food show in the world – is a great opportunity to see so many great brands and innovation in a concentrated area. Silver Fern Farms attends to get insights from all food categories, she says.
“It is where product/packaging and technical innovation comes together and it is surprising from which categories you learn your best insights. It is also a great forum to see the big trends coming together.
“You need to spend time to find the gems and the really innovative opportunities – and try to see ‘the future’ and what will work for us,” she says.
The repeated conference themes of traceability, animal welfare and halal are all key strategies of the Silver Fern Farms brand positioning, says Angus, with traceability possibly being more prominent this year.”We have and continue to look at organic as an option, but with our grass-fed orientation, we are competing against grain-fed on a large scale.
She says that Europe continues to be a difficult market with some segments of improvement and opportunities.
Silver Fern Farms products will be found on the following stands: Coudts/Luitten (for Amsterdam and Germany), Hall 6.1, Stand A038; Thomas Myer–Geti Wilba (Europe), Hall 6.1, Stand A81, Peter Mattfeld, Europe, Hall 6.1, Stand E101, TMT Taurus, Europe, Hall 6.1, Stand E019.