Program aims to make Kiwi beef as famous as Kiwi lamb

New Zealand is famous for its lamb, but a new funding program is aiming to put the country’s beef in the spotlight, too. The NZ government’s Primary Growth Partnership (PGP) is committing NZ$11 million over 7 years to encourage production of high-value marbled beef for the domestic and export markets.

“The program aims to put New Zealand marbled beef ‘centre of the plate’ in much the same way as New Zealand lamb is in key international markets,” said Ministry for Primary Industries Director-General Wayne McNee.

“We want foodies to actively seek out New Zealand marbled beef because it consistently delivers on taste and tenderness and embodies consumer beliefs and lifestyles.”

Marbled beef is generally produced through grain-feeding cattle housed in pens. The PGP program aims to create highly marbled grass-fed beef through a combination of high-marbling genetics and New Zealand’s strengths in pastoral agriculture.

“The New Zealand dairy sector represents an underutilised resource for producing quality beef calves,” said David Brownrigg, Managing Director of Brownrigg Agriculture, one of the companies running the PGP program.

“Brownrigg’s Wagyu crossed with ‘Kiwi’ dairy cows and Angus beef cows will produce outstanding beef and help us lift our game in international markets,” Brownrigg said.

According to Gerard Hickey, Managing Director of Firstlight Foods, the program will revitalise the NZ beef industry. “Instead of being price-takers on the day, a planned marketing program to selected high-end global customers will enable beef farmers to build their businesses with confidence,” Hickey said.

The program, worth NZ$23.7 million in total, will be run by Brownrigg Agriculture and Firstlight Foods.