How does meat compete with the negative narrative globally?

We are heavily assuming if you are reading this article you are already well educated on the nutrition and climate science that supports grass-fed, pasture-raised beef and lamb from New Zealand.

But to also go on to assume that just because consumers may be wealthy and educated, doesn't necessarily mean they will choose to purchase red meat as often as they once did. They have been afforded the privilege of having a food identity.

You can throw all of the complex science at the human health vs planetary health debate or the plant vs meat debate, but it will mean nothing without cohesive global storytelling as this week's guests from around the world highlight.

Over the course of 3 months, Sarah Perriam has been collecting interviews from experts across the globe for this very special Opinion Maker episode to try and answer the burning question for New Zealand's sheep & beef farmers, "How does meat compete with the negative narrative globally?"

This episode features :

  • Kate Gower-James, Aitkens Ranch based in San Francisco about the US Wholefoods consumer, the trends of food identity, trusting your meat marketer to keep up with the latest consumer trends, and how positioning accredited storytelling on meat is important.

  • Laura Ryan, the co-founder of the Global Meat Alliance, has rallied the global red meat community to work together on the common challenges, collaborating through COVID in the lead-up to COP26.