Due to growing U.S. market demand, Beef + Lamb New Zealand, which represents New Zealand's beef and sheep farmers, is launching an integrated marketing campaign in partnership with leading retail brands to educate consumers on the benefits of grass-fed meat from New Zealand under the Taste Pure Nature origin brand. The multifaceted program will launch first in California with online display and video ads, social media, public relations and a bespoke website with information and recipe inspiration.

The campaign will launch with retail-leading brand partners, including The Lamb Co., the largest North American supplier of lamb and its New Zealand Spring Lamb flagship brand; First Light and its grass-fed Wagyu beef, recently crowned the gold winner at the World Steak Challenge in London, U.K., as well as Atkins Ranch, with its 100% grass-fed and grass-finished, Non-GMO Project-verified lamb.

"We are delighted to partner with leading brands and companies from New Zealand to increase consumer excitement and drive discovery for the incredible quality and taste of our grass-fed beef and lamb products," said Andrew Morrison, chairman of Beef + Lamb New Zealand. "New Zealand sheep and cattle are raised in a farming paradise with rolling green hills surrounded by an expansive ocean and fresh, clean air, and we believe this results in the best grass-fed meat."

While there is growing awareness and buzz for alternative protein products, according to Mintel, the red meat category reached sales of $47 billion in 2018, bolstered by what consumers love about meat: great taste. New Zealand is focused on producing high-quality grass-fed and pasture-raised beef and lamb for discerning customers around the world.

All New Zealand grass-fed beef and lamb is farmed and processed under the strictest New Zealand government regulations for food safety and sustainability. All New Zealand beef and lamb carrying the Taste Pure Nature logo is overseen by a nationwide quality assurance system called the New Zealand Farm Assurance Program, which is officially audited by the New Zealand government owned AsureQuality.