U.S. sales of New Zealand beef and lamb are on the rise

New Zealand beef and grass-fed lamb products have increased their presence in the US market through a partnership signed between Beef + Lamb New Zealand (B+LNZ) and Silver Fern Farms.

Beef + Lamb New Zealand (B + LNZ) and Silver Fern Farms are celebrating another year of successful joint marketing efforts in the United States. The partnership, which included a series of seasonal marketing campaigns, outdoor advertising and brand creative programs, resulted in significant sales growth and increased consumer awareness. U.S. lamb and beef exports were up 41% and 5%, respectively, compared to the 2019-2020 season, with chilled beef exports up 62%. To gain momentum in the US, B+LNZ and Silver Fern Farms have developed several campaigns designed to win the hearts and appetites of "conscious gourmet" consumers.

Just last month, the organizations completed a three-week collaborative campaign to promote New Zealand grass-fed beef through the Silver Fern Farms e-commerce platform directly to consumers. The promotional tactics included carefully curated New Zealand beef sets, a product offering, paid digital media, social media, email marketing and an online campaign. As a result of the joint campaign, Silver Fern Farms increased website traffic by 247%, beef sales by 291%, and beef sales revenue by 254%.

"The beef-focused e-commerce campaign is a prime example of how B+LNZ can add value and support brands looking to enter the US market," said Michael Wang, International Manager for B+LNZ - ​​New Zealand Red Meat story. “By working together and pooling resources, we can reach even more consumers by raising awareness as well as boosting sales of New Zealand grass-fed beef and lamb in a key market.”