Understanding the Consumers of NZ Red Meat Today
Grant Number: M17007
Grant Amount: $54,000
Grant Type: Market Insight Grants
To effectively connect the Red Meat Story to consumers we need an in-depth understanding of who the end consumers are. We need to understand the values, needs and motivations of these consumers, what is making them tick, what’s important to them, and what type of experience they expect when they purchase premium food products.
B+LNZ ability to generate and effectively use this knowledge is a key component of their future market development programme. Funding from AGMARDT enabled B+LNZ to undertake the first significant consumer-lead research project under the market development action plan launched in November 2016.
The research enabled the development of a global set of consumer personas that capture and quantify their needs, the channels they use and more specifically the contexts in which they purchase and experience New Zealand red meat. The personas support and have enabled the development of Taste Pure Nature, and will allow the sector to connect the right messages to the consumers who will value them the most.
The research insights will inform how B+LNZ alert the consumer to how well their product matches their need and creates a platform for predicting the trends and needs of tomorrow’s consumer.
“The sector has acknowledged that having a much stronger connection with the end consumer who values our product is essential for the successful activation of Taste Pure Nature. The support from AGMARDT enabled a programme of much deeper market research than previously possible. We now have a greater understanding of who is buying our products, what are the needs and motivations that inspire them to purchase New Zealand red meat, and most importantly what are the future trends so we can align our value chain to meet the consumer of tomorrow” Nick Beeby, General Manager – Market Development, B+LNZ
We are grateful for the assistance the AGMARDT Grant provided. It has allowed Freshco to direct sales and manage our own destinies in each market enabling us to extract more value from the supply chain to the consumer.
John Mangan / Director, Freshco
AGMARDT supports and enables. Projects and people benefit from funding; New Zealand benefits from development of ideas, technologies, approaches and leadership. In particular, the trust facilitates information dissemination: AGMARDT is the catalyst for ripples that spread through the primary sector.
Dr Jacqueline Rowarth /
AGMARDT's support of Texus in the above process tangibly accelerated the development of the above essential activities and testing of market entry strategy, while also exposing Texus management to cutting-edge thought leadership around market shaping and the levers that can be applied to scope and facilitate such shaping.
Nick Davenport / CEO, Texus Fibre Industry Leader Scholarship Winner
The support from AGMARDT has enabled us to gain greater insights into farmer behaviour across all sectors and which will assist accelerated uptake of the livestock exchange and enhance market opportunities for all farmers.
Jason Roebuck / Managing Director, Stock-X Limited