Silver Fern Farms’ UK brand launch expanding

Silver Fern Farms’ launch of its branded New Zealand lamb range into British retail giant Tesco (Food NZ, December/January 2012) has been successful, according to the company, which is now looking at expanding the product range available in Britain.

This is the first time that branded lamb has been available in the fresh chilled lamb section of a major grocery chain in the UK. Chief executive Keith Cooper said the company was delighted that “the early good results at Tesco have given us the opportunity to extend the range with the introduction of Lamb Medallions to the current range – Roast, Rumps, Rack and Loin Fillets. We are currently stocking about 250 stores in the UK with pleasing upward trending occurring over the introductory period.”

Silver Fern Farms has utilised Primary Growth Partnership funding to assist with UK consumer research and using branded retail as a test market/prototype will allow the company to begin to meet its commitments to achieving the goals within the framework, Cooper says. The project was also supported by Beef + Lamb NZ with $1 for $1 matched levy funding.

The original launch was supported by an innovative marketing campaign focused on creating awareness at the point of purchase and tightly targeted towards Tesco shoppers using Tesco communications mediums.

The company is also fortunate to have a team of people in the UK who can work alongside its brand team here in New Zealand, group marketing manager Sharon Angus says. “We’re able to think local and act global.”

Published in Food NZ magazine (June/July 2012) .

Strengthening the nutrition platform

Fiona Carruthers.

The meat industry, from food technologists to promoters, now has a credible technical resource for nutritional data on beef and lamb, thanks to a bank of recently completed assessments by Beef + Lamb NZ (B+LNZ) Inc, writes nutrition manager Fiona Carruthers.

Being able to provide nutritional information is becoming increasingly important. In the United States, for example, there is now a requirement that nutritional information must be shown on package labels for certain whole cuts of meat, such as steak, or displayed on charts at the store. Previously, this information was required only for processed foods or for meat products with added ingredients such as marinades or stuffing.

B+LNZ has recently undertaken a project to assess the nutritional attributes of over 50 cuts of beef and lamb. It is the largest analysis ever done on New Zealand’s red meat. Updating and expanding the nutrition composition database strengthens the platform on which all activities and communications are based. Sound science is an integral part of B+LNZ’s nutrition portfolio and this new analysis provides a credible technical resource accessible to everyone inside and outside the industry.

In this issue, details of the sampling and methodology used in the project are explained, as well as some top line results.

Sampling

Several criteria relating to sampling and methodology had to be fulfilled in order for the new data to be eligible for inclusion in databases globally.

Samples of beef and sheep meat for analysis were derived from meat processors across the country over a six month period. The need to obtain a representative number of samples from each region was deemed unnecessary as regional variation was thought to be minimal given New Zealand’s small geographical area. The same was true for the potential influence of breed or feed on composition; it was requested all samples came from New Zealand cattle and sheep raised and finished on pasture. All of the sheep meat analysed was ‘lamb’, that is under 12 months of age without any permanent incisor teeth ‘in wear’. An ‘average’ lamb carcase was determined by selecting from carcase grades in proportion to the national slaughter statistics. Beef samples came from P2 steer carcases – those classified as having light to medium fat cover with good muscle development – weighing between 270-320kg.

Lean and fat samples were analysed separately, giving the ability to provide compositional data for cuts with varying degrees of fat trim, or fully lean, as appropriate. The need for this flexibility is underlined by evidence showing many consumers trim fat after purchasing meat, either before or after cooking.

Methodology

For each of the 23 beef and 25 lamb cuts analysed, an average of 10 samples was collected to give a total combined sample of 3kg lean tissue for both cooked and uncooked product. Sample tissue was prepared by separating bone, fat and lean muscle by boning knife. Analysis was carried out on both raw and cooked samples, using appropriate cooking methods advised by B+LNZ’s food specialist. The diagram below  summarises the procedure followed up to the stage of freeze-drying.

Nutrition methodology flow-chart.

Widely-accepted laboratory procedures were used, in line with the requirements of international nutrient databases. A total of 25 nutrients, including proximate analysis, and 40 fatty acids were analysed in the lean and fat samples. Additional data in this new data set includes figures for long chain polyunsaturated fatty acids and vitamin D. Full amino-acid profiles were determined for four uncooked, lean cuts of both beef and lamb.

Results

Fat

The new data shows New Zealand beef and lamb continue to be low fat protein options for consumers, particularly when eaten trimmed of visible fat. Many cuts remain eligible for the Heart Foundation ‘Tick’.

  • Average total fat content across all lean cuts (uncooked) = 4.66g/100g for beef, 4.65g/100g for lamb
  • Average saturated fat content across all lean cuts (uncooked) = 2.17g/100g for beef, 2.45g/100g for lamb
  • Average cholesterol content across all lean cuts (uncooked) = 43.5mg/100g for beef, 63.5mg/100g for lamb

Omega 3s

Oily fish and other seafood are undoubtedly the richest sources of omega 3s. Lean red meat provides smaller amounts but contribution to the diet may be significant when relative amounts eaten are considered.

  • Average long chain omega 3s across all lean cuts (uncooked) = 41mg/100g for beef, 48mg/100g for lamb.

Vitamin D

Vitamin D is gaining an increasing amount of scientific ‘air-time’, both due to its importance in the diet and increasing levels of insufficiency seen in the New Zealand population and other developed countries. Meat has been viewed historically as a poor source of vitamin D, but 25-OH vitamin D3 is now being recognised as a more ‘potent’ form, with a potency factor of 1.5 – 5 suggested by researchers working in this area. Initial analysis of the vitamin D data shows 100g of beef or lamb can provide about 10% of the daily vitamin D requirement (NZ/Aus = 5μg).

Nutrient claims

Data suggests eligibility for a range of nutrient claims, for example ,g iron, zinc, protein and vitamin B12, according to the trans Tasman Food Standards Code, both as a ‘source’ (≥10% RDI) and ‘good source’ (≥25% RDI), as well as being low in sodium.

This new data confirms lean New Zealand beef and lamb can be promoted on its nutritional attributes. As a nutrient-dense food, a small serving of lean red meat gives large amounts of important nutrients for good health.

Further information is available from Fiona Carruthers, nutrition manager, B+LNZ. Email: [email protected].

Published in Food NZ (June/July 2012).

 

Great pastoral conditions along with continuing good prices

Photo: Courtesy B+LNZ

Beef + Lamb NZ’s mid-season update for the sheep and beef sector reports that export receipts estimated at $6.6 billion hold at last year’s level. Last year, export receipts for the sector were up 15 percent.

Expectations are for a small lift in export volumes and continued good prices relative to recent years. This will be moderated by the strength of the New Zealand dollar, particularly against the Euro and British pound.

The report contained few surprises for B+LNZ Economic Service director Rob Davison, who says it’s rare for such good pastoral conditions and international prices  to align. Lamb prices are expected to average at $115 a head, slightly down on 2010-2011’s high. Offshore prices are expected to remain at good levels, though the stronger NZ dollar against the pound softens the price received here. The recent strengthening of the NZ dollar against its US counterpart is also a concern, Davison says.

Global mutton supplies remain tight, while beef exports are expected to lift in the 2011-2012 season which ends in June.

PM helps to pick best lamb

The Glammies 2012 judging panel (right to left) are: Prime Minister John Key, Sarah Walker, Ben Batterbury and chief judge Graham Hawkes.

Prime Minister Right Hon Jon Key was on hand at the Upper Clutha A&P Show in Wanaka to select the nation’s best lamb in March.

The Prime Minister joined the judging panel for the 2012 Beef + Lamb New Zealand (B+LNZ) Golden Lamb Awards (Glammies) at the A&P show in March. Others on the panel were 2011 Supercross World Cup Champion, Sarah Walker, 2012 B+LNZ ambassador chef Ben Batterbury and chief judge and Invercargill chef Graham Hawkes.

Don Morrison of Gore with his Growbulk lamb was named as 2012 Grand Champion, taking home a cheque for $2,000, the Glammies Grand Champion trophy plus a bottle of Mt Difficulty pinot noir wine. Each finalist won a plaque showing their placing.

The Glammies, sponsored by Pfizer Animal Genetics, attracted a record 150 entries which all underwent testing at Carne Technologies. Factors such as tenderness, colour and succulence were tested to determine the top twenty finalists tasted in Wanaka.

The competition is supported by processing plants across the country, including: Alliance, Ashburton Meat Processors, Auckland Meat Processors, Blue Sky Meats (NZ) Ltd, Land Meat NZ Ltd, Silver Fern Farms and Taylor Preston.

Published in Food NZ magazine (April/May 2012).

 

New nutritional analysis confirms NZ meat packed with nutrients

The most comprehensive nutritional analysis of New Zealand beef and lamb ever carried out confirms it is densely-packed with nutrients essential for everyday life.

The study, carried out by scientists in the Institute of Food, Nutrition and Human Health at Massey University, analysed 65 nutrients in almost 50 cuts of New Zealand beef and lamb, both raw and cooked.

High quality protein, easily-used iron and zinc and a variety of B vitamins remain the essential parts of red meat’s nutritional make up, but the study revealed some new additions.

“Long chain omega 3 fatty acid levels are higher in meat from animals raised on pasture compared to grain.  These new figures will be of particular interest to our customers overseas, as well as offering Kiwis additional health benefits,” says Professor Roger Purchas from Massey University.  “Our analysis also shows New Zealand beef and lamb contributes in a small way to dietary intakes of vitamin D”.  Worryingly low levels of vitamin D are being seen in Kiwi youngsters, so dietary sources are becoming increasingly important.

The new analysis also confirmed lean red meat as a low fat food, with an average fat content well below 10 percent.  This underlines results of the recent Ministry of Health 2008-9 New Zealand Adult Nutrition Survey, showing red meat’s contribution to dietary fat and saturated fat intakes falling to 6.8 percent and 7.3 percent respectively, dispelling the myth it is a main source of both fat types.

“As an industry, we strive to ensure all our nutrition messages are based on robust science, having undergone rigorous scientific scrutiny,” says Scott Champion, chief executive of Beef + Lamb NZ, which funded the research. “This study provides a solid platform from which to inform and educate all of New Zealand’s customers around the world about the goodness of New Zealand beef and lamb.”

Reproduced from Food NZ magazine (April/May 2012).