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Driving NZ Grass-Fed Beef Brand in Taiwan

10 May 2012

NEW ZEALAND - As part of a Beef and Lamb New Zealand initiative, delivery trucks emblasoned with cows grazing in scenic New Zealand landscapes are a common sight on the streets of Taiwan. The trucks also feature delicious-looking beef dishes, to tell a complete story of grass-fed Kiwi beef, from pasture to plate.

The Beef and Lamb New Zealand initiative has been running since 2008, says the industry-good organisation's Asia markets manager, Helen Fletcher.

The 'mobile marketing' is a cost-effective way to drive brand awareness, she explains.

"Whether the trucks are parked outside restaurants and supermarkets or being seen in high traffic areas while out doing deliveries, they are keeping New Zealand grass-fed beef front of mind for consumers."

Taiwan is New Zealand's largest beef export market for prime cuts. Local beef promotions focus on building and defending New Zealand's market position against strong competition from Australia and the USA.

Beef and Lamb New Zealand created the New Zealand grass-fed beef brand in Taiwan in 2007 to distinguish Kiwi beef from other products in the market.

The English translation of our marketing slogan is: "New Zealand grass-fed beef – your lean and tender choice bred in nature's pastures." The brand also supports the 'three-low' message popular in North Asia – our beef is low calorie, low cholesterol, and low fat.

As well as campaigns like this which directly target consumers, Beef and Lamb New Zealand provides targeted promotional support to importers who supply the food service sector with New Zealand grass-fed beef, and works closely with specific restaurants to increase its visibility in the market.

Growing awareness of New Zealand beef saw a 30 per cent surge in attendance at a seminar we hosted for hospitality and restaurant industry professionals in Taichung in March.

The annual event attracted a record high number of participants eager to learn more about the attributes of grass-fed beef, and the benefits to their businesses of featuring it on their menus.

Chef Martin Macleod from the renowned W Taipei Hotel designed and prepared four demonstration dishes showcasing tasty New Zealand beef. Participants were given the opportunity to taste and ask questions so they can recreate the dishes in their own kitchens.

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