Beef + Lamb New Zealand’s (B+LNZ) Taste Pure Nature country of origin brand was recognised on Monday night at the inaugural Primary Industries Awards, with the team behind the project humbled at winning the Primary Industry Team Award.
“Taste Pure Nature has been a team effort not just within Beef + Lamb New Zealand, but right across the red meat sector both here domestically and with export-marketing companies operating in the United States,” says B+LNZ general manager market development Nick Beeby.
“This award is an acknowledgement of the significant effort and unprecedented co-operation everyone has put in across the board in bringing Taste Pure Nature to life over the past two years.”
While the team is stoked with the award, they’re very much focused on the future of Taste Pure Nature.
“We’re still in the very early phases of Taste Pure Nature’s pilot rollout in California, and we’ve already learnt valuable lessons in the first three months which we’re applying to our next tranche of in-market activity. We’re looking forward to updating farmers about what’s happening on the ground in the coming weeks,” says Beeby.
Congratulating the team, Silver Fern Farms group marketing manager Nicola Johnstone says “While it is very early days for the campaign, it’s good to see positive acknowledgement for this collaborative market push.