Tag Archives: MIA

Year of significant contrast, says MIA

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For the New Zealand red meat sector, the year to June 2012 has been one of significant contrast, given the good prices for many products that were seen early in the financial year, then the steady drop in market prices, particularly for lamb, over the middle six months, says the Meat Industry Association (MIA), in its annual report for the year.

In the foreword to the report, MIA chairman Bill Falconer and chief executive Tim Ritchie note that this volatility, and a further decline in the volume of sheepmeat exports of nearly 27,000 tonnes, has meant the value of the ‘core’ industry exports has reduced this year to just over $6 billion, some $200 million less than for the year ended June 2011.

Highlights during the year included work to strengthen the relationships with the new Ministry for Primary Industries, implementation of the Post-Mortem Inspection reform and the development of a Red Meat Regulatory Strategy.

Halal has been another area of significant MIA activity, with the ongoing implementation of the Halal Notice, while the Ovine Automation Consortium progressed a number of projects, following last year’s commercialisation of the brisket cutter and auto-evisceration robotic systems.

Other research and development projects were progressed through the Meat Research Fund and the Industry Initiatives Fund, ranging from projects measuring energy efficiency in processing plants, through to research into extending the shelf-life of chilled meat – which is of significant interest to the industry given the ongoing volatility and extension of transit times in shipping services.

The long-term forecasts are for meat demand to grow, particularly in Asia, the foreword says. The volatility experienced during the year reinforced the need to continue to implement the recommendations of the Red Meat Sector Strategy “to ensure that we have a strong, sustainable sector that will allow us to be well place to continue to meet the growing long-term demand for high quality, safe protein.”

This article appeared in Food NZ magazine (October/November 2012).

LFTB: lawsuit filed

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US lawyers have filed a US$1 billion + (NZ$1.2 billion+) defamation lawsuit, on behalf of South Dakota based Beef Products Inc, against the ABC News team for a series of comments made on the channel earlier this year about lean finely textured beef (LFTB) – sometimes pejoratively described as ‘pink slime’.

LFTB is lean beef that is separated in a manufacturing process from fatty beef trimmings, to reduce wastage. The process involves treating the LFTB with small amounts of ammonium hydroxide gas or citric acid to eliminate any harmful bacteria present. The process has been approved as safe by the US Department of Agriculture and it has been reported that over 70 percent of ground beef used in the US is believed to have incorporated LFTB as an ingredient.

However, a range of media commentators including ABC News and British celebrity chef Jamie Oliver, criticised the practice and the campaign spread through social media platforms. Despite statements by the USDA and meat industry bodies asserting that LFTB is safe for consumption, a number of major retailers and restaurant chains decided not to use LFTB as a result of considerable negative publicity against the product.

As a result of the campaign, sales dropped off dramatically for the company, which led to it closing three of its four plants in May. The American Meat Institute estimated that without LFTB, the industry would need 1.5 million additional head of cattle to make up the difference in beef supply.

The BPI lawsuit alleges the network’s coverage misled consumers to believe the company’s product was unhealthy and unsafe. News reports note that Walt Disney-owned ABC News has denied the claims and say it will contest them vigorously.

LFTB is not used in New Zealand, as the leaner, pasture-raised New Zealand beef does not produce the high fat trimmings that provide the raw ingredient for LFTB, the Meat Industry Association confirmed earlier this year.

Lessons learned from the LFTB saga were aired at last week’s Australian Meat Industry Council business conference. News reports suggest that various speakers warned that social media could pose a threat and the meat industry needs to be on the front foot when it comes to tackling misinformation.

More information about the BPI lawsuit …

MIA signs biosecurity MoU

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Last week, the Biosecurity Reform Bill passed into law. As it announced in June, the Government wants primary sector groups to participate in the Government Industry Agreement (GIA) for biosecurity decision-making and cost-sharing. The Primary Production Committee, which was responsible for the final draft of the Bill, received more than 40 submissions.

A Memorandum of Understanding (MoU) has been drawn up describing how individual industry groups and Government will develop a business case for participation in joint decision-making and cost-sharing, writes Allan Barber. He finds that, despite initial caution, the Meat Industry Association, has signed the Government’s GIA proposal “provided the value proposition is acceptable.”

Read more …

Boot camp stimulates insights

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The outcome of the Boot Camp, which was held two weeks ago at Stanford University, has not – for obvious reasons – been widely trumpeted, writes industry commentator Allan Barber.

 

After all, the objective was never to produce yet another sector strategy, long on analysis of the problem and short on achievable actions to produce a state of nirvana.

Bill Falconer, chairman of the Meat Industry Association, was chosen as the spokesperson for the Boot Camp because he did not represent a single company, but an industry body. The senior executives who attended did not see the merit of or justification for purporting to speak on behalf of their peers from a wide range of rural sector businesses. Therefore, Falconer was the obvious person to speak on their behalf.

The Boot Camp’s objectives, simply stated, were seen as:

  1. To allow the attendees to learn from the professors and to visit US companies in different industries, which would enable them to see how to become consumer driven.
  2. To take six days out of day -to-day business and examine their business from a different perspective.
  3. To see how or whether individual companies could collaborate to their mutual advantage.

Falconer told me that is was one of the most stimulating and encouraging gatherings he had attended, with 20 CEOs and top managers from across the agricultural sector learning from six outstanding marketing professors how to lift their game for the benefit of their companies, industry sectors and agribusiness as a whole.

The conclusions from the Boot Camp can be looked at against the backdrop of the Government’s growth agenda to double exports or otherwise expressed as lifting exports from 30 percent to 40 percent of GDP by 2025.

The visits to companies near Stanford were immensely helpful in gaining an understanding of how the export target might be achieved. The first important conclusion is that there is no point in increasing production on-farm, or in any other environment for that matter, unless you can sell it.

In order to start working out how to sell the extra production, an understanding of consumer demand is necessary, becoming market- not production-driven and planning how to lift performance accordingly. A major insight was the scale of social media used by all the companies visited, a country mile ahead of any New Zealand company, including Icebreaker, which is seen as a leader in the New Zealand context.

I suspect, although Bill Falconer didn’t say so, that tangible results from the Boot Camp will of necessity be slow to eventuate. Nor is it likely that companies will feel the need to make a lot of noise about any specific programmes they develop, either in collaboration or on their own, until there is something concrete to report.

However, if the Boot Camp has achieved a change in attitude about the nature of the task and provided a blueprint of how to go about lifting sales and marketing performance, this will prove to be the best outcome. There has been too much navel-gazing analysis of the size of the problem and the same old strategies to solve it, without any real change in behaviour.

Ideally, agribusiness needs a Messiah to preach the new marketing gospel until the sector as a whole becomes customer- or consumer-driven.

Channelling innovation

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The Government released the second of its six progress reports –  Building Innovation – under its Business Growth Agenda this week. The move has been welcomed by the Meat Industry Association (MIA).

Building innovation is central to building a more competitive and productive economy, said Prime Minister John Key at a business breakfast launch for the report earlier this week, adding that it gives a clear picture of the more than 50 policy initiatives the Government has underway to improve innovation, competition and the commercialisation of smart ideas and research into new products.

It calls for a doubling of the amount businesses spend on research and development, from 0.54 percent of GDP to more than one percent of GDP.

MIA chief executive Tim Ritchie has welcomed the report, saying that the meat industry is “all for anything that helps in that area.” Industry is very interested in innovation and already has a number of initiatives in place, he says.

“Individual members are involved with a number of Primary Growth Partnership projects, while the industry has also invested in Ovine Automation Ltd, a consortium of nine MIA member companies and the government that is looking at bringing a step change in sheep processing through the use of automation.”

This all adds to innovations individual meat companies are working on in their own workplaces, like Silver Fern Farms’ robotics projects, Ritchie explains.

New Advanced Technology Institute

Meat exporters will also benefit in the future from the new Advanced Technology Institute (ATI) that was announced this week will be named after the late Sir Paul Callaghan. It is to receive $166 million over the next four years and is one of the initiatives to grow business research and development further.

The Institute will be a one-stop shop that will help high-tech firms become more competitive by better connecting them with innovation and business development expertise within the institute, around the country and internationally, Steven Joyce, science and innovation minister says.

‘It will focus on industries with significant growth potential such as food and beverage manufacturing, agri-technologies, digital technologies, health technologies and therapeutics manufacturing and high-value wood products.

“The ATI will take over some business development functions that are currently within the Ministry of Business, Innovation and Employment. This will include the administration of some business research and development grants,” Joyce says.

A seven member establishment board has been tasked with having the ATI up and running by the end of the year. Chaired by Sue Suckling, who led the set up of AsureQuality NZ and NZQA, other board members include Industrial Research Ltd (IRL) director and former New Zealand Game Industry Board and Cervena Ltd chairman Richard Janes and Dr Michele Allan, who has leadership experience across many facets of the Australian food industry. They join IRL chair Michael Ludbrook, entrepreneur Neville Jordan, Auckland Transport director Paul Lockey and Plant and Food Research chair Michael Ahie.

Strong support in business community

Business NZ says that there is strong support in the business community for the Government’s systematic approach to building innovation. The ATI is a centrepiece of the innovation policy, says BNZ chief executive Phil O’Reilly.

“But there are many other initiatives including expanded TechNZ funding, better, government procurement policies, National Science challenges, more funding for the Performance-Based Research Fund, refinement of trademark and patents law, more investment in engineering at tertiary institutes, encouragement for multi-nationals to conduct research in NZ and others.

“It is up to business to innovate and grow and take up the Government’s invitation to keep the lines of communication open and provide feedback on how we are travelling towards a high-tech future.”

Lever for high standard food production

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It’s happened at last. New Zealand’s new National Animal Identification and Tracing (NAIT) scheme has gone live, which is  welcome news for beef exporters, adding another level of traceability to their product lines

The new National Animal Identification and Tracing (NAIT) Act, which came into effect on 1 July, sets out the legal framework for the collection of information on livestock, their location and movement history throughout their lifetime. It also outlines the governance arrangement and powers for the NAIT organisation.

The scheme is mandatory for cattle from 1 July 2012 and for deer on 1 March 2013 and, according to MPI director general Wayne McNee, forms part of New Zealand’s world-class biosecurity system.

“In the event of a disease outbreak, NAIT and Farms Online will help give assurance to our export markets that New Zealand has identified and contained all of the affected animals.”

Under the NAIT scheme, cattle and deer are tagged with an electronic NAIT-approved RFID ear tag and the NAIT database stores information about each animal’s individual RFID number, its location and the contact details of the person in charge of the animal.

Announcing the news, Primary Industries Minister David Carter said: “NAIT is an important partnership between industry and the Crown which began eight years ago in recognition of the growing need for better animal identification and tracing systems.”

The Minister is delighted that over 30,000 producers and their properties are already registered on the database, which he says is a significant step in protecting New Zealand’s farmers in the international marketplace.

“Lifetime animal traceability is an asset that New Zealand can leverage as part of its international reputation for producing food to the highest standards. It is also an opportunity for farmers to increase productivity by identifying superior animals.”

MIA chief executive Tim Ritchie reiterated the MIA’s support for NAIT: “We see NAIT as an essential tool to minimise and manage risk and impact in the event of a biosecurity incursion and, also, to provide customers and regulatory authorities in our export markets with increased confidence and surety of the integrity of New Zealand’s meat and meat products,” he said.

This article appeared in Food NZ magazine (August/September 2012).

New meat inspection programme gets thumbs up

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Successful trials of a new meat inspection programme have resulted in the thumbs up from major overseas regulators, reducing costs for meat exporters, but not at the expense of food safety.

The Ministry for Primary Industries (MPI) has received advice from regulatory authorities in Europe and the United States, two of the industry’s major export destinations, that the proposed new meat inspection programme meets their requirements and can be used for products exported to these markets.

The proposed programme is based on successful trial work (profiled in Food NZ, Dec 2010/Jan 2011) and would allow for fully trained meat company staff to carry out some non-food safety aspects of meat inspections, known in the industry as ‘suitability’ or quality aspects.

Official government inspectors will continue to carry out food safety-related functions.

MPI, the Meat Industry Association (MIA) and AsureQuality have formed a team to develop a plan to implement the new inspection programme. This will require some changes to MPI standards, on which MPI will be consulting.

This article appeared in Food NZ magazine (August/September 2012).

Delivered: second Red Meat Sector Conference

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Delivered, as promised: Excellent, inspirational and thought-provoking speakers, all appearing in a packed programme for the 250 delegates attending the second Red Meat Sector conference.

Congratulations must go to the Meat Industry Association (MIA) and Beef + Lamb NZ Ltd (B+LNZ), joint organisers of this year’s well-attended Red Meat Sector Conference at Rydges Lakeland Resort hotel in Queenstown.

Alongside heartening optimism for future demand for red meat, recurrent themes were the massive potential for New Zealand of emerging markets in Asia, especially China, water issues, the need to utilise best practice, the need for all links in the chain to tell the industry’s story to the public, plus the rapid emergence of social media as a tool for communicating with consumers.

In his opening comments, MIA chairman Bill Falconer also noted that, while not as quickly as some would like, encouraging progress is being made on the Red Meat Sector Strategy and that “small starts are being made across the board.” Later in the day Rob Davison, from the B+LNZ Economic Service, outlined a number of matrices that the Economic Service is developing that will help to track progress against the strategy, and these matrices will “focus conversations, thinking and actions to drive the future”.

The Conference also saw the announcement of new Primary Growth Partnership (PGP) funding for the red meat sector, for a project to develop high-value grass-fed marbled beef, using Waygu genetics.

All the presentations were a veritable smorgasbord of information, packed with facts, statistics and views from many facets of the industry, enabling delegates to pick out what was relevant for their part of the value chain. While every single one of the speakers was passionate and eloquent about their topic, from an export food manufacturing perspective the highlights were excellent presentations from McDonald’s Arron Hoyle and vertically integrated meat processor Agri Beef’s Rick Stott from the US.

Besides the serious business, there was entertainment and laughter too. Lunch – finger food featuring B+LNZ Ambassador chef Ben Battersbury’s speciality “alternative cuts, not cheap cuts” like lamb riblets –  was amusingly heralded with witty comments from him. After dinner speaker Davey Hughes of Swazi Apparel gave an hilarious account of hunting expeditions in Africa and shared a few (tongue-in-cheek) items from his latest collection, including a new ‘mankini’.

Also noteworthy, was a significant Australian presence at the conference in the form of representatives from Meat & Livestock Australia and Aus-Meat. This put physical form to MLA’s managing director Scott Hansen’s opening comment in his presentation that “Australia sees a close collaboration with New Zealand.”

There was positive feedback from delegates, who came from all parts of the sector, including farmers, processors, equipment suppliers, researchers and media.

This article appeared in Food NZ magazine (August/September 2012). Copies of most of the conference presentations are available at www.mia.co.nz or redmeatsector.co.nz.

 

The future is bright

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The future looks bright for New Zealand’s red meat export business, if you go by the presentations at the recent Red Meat Sector Conference in Queenstown.

Over 250 delegates, drawn from processing, farmers, service companies, shippers, economists, and government officials, crammed into the Rydges Lakeland Resort hotel on Monday 16 July for an absolutely packed itinerary of presentations from 17 excellent speakers – several of them from overseas – all with inspirational and thought-provoking messages.

The veritable smorgabord of information, mustered back into its time slots by some able session chairmen, revealed recurrent themes of massive potential for New Zealand meat in emerging markets in Asia, especially China, water issues, the need to engage in best practice, to tell the industry’s story to the public and the rapid, mind-boggling change the emergence of social media has wrought on getting those messages out there.

The first early shoots of progress on the Red Meat Sector Strategy (RMSS) were evident too, not as fast as some would  like, but it’s a start. Nearly a quarter of billion dollars of industry-government money is being spent on re-shaping and vertically integrating some parts of the red meat chain over the next seven years through Primary Growth Partnerships (PGP) programmes. These are alone forecast to add somewhere in the region of $3 billion to the country’s GDP by the mid-2020s. Meanwhile B+LNZ Economic Service’s team, under the guidance of Rob Davidson, have been developing a natty set of matrices that will enable industry to see how it is progressing along the Strategy’s path (more of that later).

Delegates will be picking out of it what they need. They were certainly upbeat and eager to hear more right to the last speaker of the business sessions, Nigel Latta, who talked about behavioural change and how to make it.

There is no doubt that more is bound to come from discussions at conference and later. Well done to the joint organisers, the Meat Industry Association and Beef+Lamb NZ Ltd.

A more full report will appear in Food NZ August/September 2012 magazine in early August and MeatExportNZ will be covering other items emanating from the conference over the coming week or so. You can find most of the presentations already up online at the MIA website, along with the programme.

 


Hickson Fed Farmers Agribusiness Person of the Year

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Congratulations to Craig Hickson, managing director of Progressive Meats who last week was named the 2012 Allflex/Federated Farmers Agribusiness Person of the Year.

Five “exceptional nominations” were received by Federated Farmers, according to president Bruce Willis. Hickson was picked out from the five by judges Andrew Newman, Cr Hon Christine Fletcher and Waikato University’s Professor Jacqueline Rowarth.

“Craig is a hands-on farmer but the name of his company pretty much sums up his philosophy,” said Willis at the Auckland gala event where the award was presented to Mike Petersen, chairman of Beef + Lamb NZ Ltd in Hickson’s stead. Hickson himself was away in Australia representing the industry at LambEx 2012 and talking about questions Australian lamb producers should be asking their processors.

“[Hickson] runs a mixed 1,200 hectare sheep,deer and beef farm in Hawke’s Bay and in addition to Progressive Meats, is a member of the Meat Board. Craig is also a director of Ovation New Zealand and a number of other meat companies.”

Hickson has been an Meat Industry Association council member since 2003 and is also a Board director for Beef + Lamb NZ Ltd, Ovita Ltd, Lean Meats Ltd, Te Kuiti Meats Ltd, Progressive Leathers and Venison Packers.

An associated award, the Ravensdown/Federated Farmers Agribusiness Personality for 2012 went to agricultural scientist Dr Doug Edmeades, who was also a finalist for Agribusiness Person of the Year.