Brexit leaves many un-answered questions for both NZ and UK sheep meat industries, especially with the uncertainty surrounding future trade deals and the impact on farm profitability.
The challenge presented by declining consumption as consumers switch to alternative protein sources and competition from other sectors for land was an issue for both countries. John Laughlin (Chairman of the NZ meat industry association) suggested that new marketing initiatives are desperately needed for lamb products, a focus on health and nutrition as well as the wider messaging around the environmental benefits of sheep production was key to driving stability in established markets. Promoting a complimentary fresh lamb offer using seasonality to stimulate demand was a way the two countries could work together.
The export focus of the NZ production system was clearly evident, with legs hitting UK and French markets, racks to the US, forequarters to the Middle East all demonstrating how the NZ carcase is balanced across the globe.
Specifically on trade, increased access to the UK for Australian lamb into an already saturated market was a concern. New Zealand is still driving a lot of focus into Chinese markets with continued growth in the middle class population providing further opportunities to grow red meat demand. A timely reminder that now more than ever before Defra and the AHDB have a huge role to play in opening up markets for our produce.
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