Plenty of California eyes on Taste Pure

Plenty of California eyes on Taste Pure

Field Notes, powered by KPMG, is a weekly news update on news nationally and globally from the agri-food sector.

Ian Proudfoot

Global Head of Agribusiness, Partner - Audit

KPMG in New Zealand


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[20 September/Farmers Weekly]

Over half of California citizens tuning in to Beef + Lamb’s Taste Pure Nature promotional video are watching it to the end, which is double the industry average according to Michael Wan, Red Meat Project Global Manager. B+LNZ is targeting an estimated market of up to 16m Californians it identifies as conscious foodies. In ongoing consumer surveys, 77 percent of them recognise it as a NZ campaign and take in the key messages of grass-fed, extensive pasture-raised sheep and cattle. B+LNZ’s brand partners include the NZ Lamb Co and its shareholders, Alliance, Silver Fern Farms, Anzco as well as smaller, niche exporters.

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