Let’s eat meat!

New Zealand is home to an incredible product: lean beef and lamb. In today’s health-conscious world, people are more focused than ever on their nutrition, striving to enhance their diets with wholesome foods. Despite this growing awareness, many still lack essential knowledge about nutrition and the potential deficiencies that can arise. Malnutrition remains a significant concern both in New Zealand and around the world.

New Zealand beef and lamb are packed with essential vitamins and minerals. These delicious products offer flavour and a convenient and enjoyable way to nourish your body. Thus, when promoting New Zealand beef and lamb, it is crucial to emphasize their nutritional benefits; it needs to be part of the story. Whether in local markets or on the international stage, highlighting the value of these exceptional products can inspire consumers to make informed choices that positively impact their health and well-being.

Significant research and media discussion have focused on why red meat is considered unhealthy. This research aims to create a positive perspective on New Zealand’s beef and lamb nutritional benefits and acknowledge why it is important to promote these. This research examines why lean red meat is good for your immune system, brain health, and weight management, as well as some challenges and opportunities in promoting this to the customer. This is crucial for New Zealand to highlight the role of red meat in a balanced diet, as this opens significant market opportunities with consumers increasingly recognizing the health benefits of high-quality meat.

The methodology comprises a literature review, semi-structured interviews with Industry leaders, representatives, geneticists, and nutritionists, and an analysis of websites, social media, podcasts, and short videos. This data was used to form a balanced view of the nutritional benefits of beef and Lamb and gain insights into the current challenges in the NZ market regarding the promotion of nutritional benefits and the opportunities that exist.

Key Findings

New Zealand beef and lamb offer a rich source of vitamins and minerals beneficial for immune support, weight management, and overall brain health. Whole foods are encouraged over supplements, highlighting the nutritional advantages of grass-fed New Zealand beef and lamb, particularly in Omega-3 levels.

Consumer awareness of red meat’s nutritional content is increasing, with a demand for high-protein, low-saturated fat options rich in essential nutrients. However, conflicting information and sensationalized media coverage create confusion regarding red meat, complicating informed decision-making for consumers.

Nutrition can be inherited and improved through selective breeding of sheep and cattle, presenting opportunities for better animal health and product quality in New Zealand’s livestock system. The current focus remains on quantity rather than quality, potentially undermining the opportunity to enhance superior meat characteristics and align with consumer preferences for high-quality products.

Current trends show that New Zealanders consume less lamb than beef. New Zealander’s total red meat consumption per person may be less than the recommended levels by the Ministry of Health.

Recommendations

• Nutrition should remain an essential aspect of New Zealand’s meat narrative, even if it is not the primary focus; this will enhance the New Zealand story and help meet consumer demands.
• Further investigation into omega-3 levels in New Zealand lamb and beef could support changes in food standards, officially recognizing omega-3 as a health benefit, which may boost consumer interest and demand.
• Innovative strategies are needed to educate vulnerable populations, such as pregnant individuals and young people, about the critical role of red meat in nutrition.
• Further research into the relationship between animal diets and human nutrition could yield valuable insights and align with New Zealand’s current grass-fed point of difference. To enhance the credibility of the conclusions drawn through facts and data.
• Advances in genetics and animal nutrition present opportunities to develop niche products that enhance nutritional value and flavour, appealing to health-conscious consumers.