Winter 2018

BULLETIN ISSUE 20: Winter 2018

TASTE PURE NATURE™

Greenlea is strongly supportive of a new initiative by Beef + Lamb NZ that looks to capture more value for our beef overseas through an origin brand and story. The Taste Pure Nature™ origin brand was unveiled in May and will be used as a global brand platform to underpin our marketing programmes and enhance the positioning of New Zealand red meat.

Greenlea has worked closely with Beef + Lamb over the previous 12 months to help develop the concept and has provided market insight for in-market research to test consumers’ understanding of NZ beef.

According to Sam McIvor, chief executive of B+LNZ, “consumer research shows New Zealand’s overall image as a country is positive, but weak in relation to red meat in high growth markets. Taste Pure Nature™ is our point of difference and is central to our promise of the purest, cleanest, most natural meat taste experiences in the world.”

Tony Egan, Greenlea’s Managing Director, is excited to see

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meat companies collaborating to collectively market New Zealand beef and lamb in key export markets. “The potential to add value by promoting our origin story more prominently in market is quite simply a win-win for New Zealand farmers and processers. We are seeing other countries such as Australia and Ireland move aggressively into our space as a provider of clean, green, sustainably produced food products. We need to act swiftly and decisively to protect our story.”

The origin story and brand will be piloted initially in the United States and China.

Taste Pure Nature™ brand assets will be available for New Zealand exporters to use in all markets with the brand appearing on packaging, advertising and other material by the end of the year. Companies wishing to use the trademarked Taste Pure Nature™ brand must first apply for a license. To be eligible for a license the company must be part of the New Zealand Farm Assurance Programme (NZFAP) or have an ISO/IEC 17065 accredited farm assurance programme that is verified by a third party auditor.

The Taste Pure Nature™ website can be found at www.tastepurenaturenz.co.nz

GREENLEA MANAGING DIRECTOR NAMED TO PRIMARY SECTOR COUNCIL Tony Egan, Greenlea’s managing director, has been named as one of 15 members to the Government’s Primary Sector Council. Tony is the only meat industry representative on the Council, which is composed of agribusiness leaders from across the primary industries. Lain Jager, former chief executive of Zespri, will chair the Council.

This group of 15 innovative leaders will provide strategic advice to the Government on issues confronting the primary industries. The first task of the Council will be to develop a sector-wide vision followed by individual strategic plans for each sector. According to the Honourable Damien O’Connor, Minister of Agriculture

and Rural Communities, “these plans will include elements such as sustainable development, future value creation, technological opportunities and how a focused and thriving primary sector can reinvigorate rural communities.”

Other members of the Council include: Nadine Tunley, Puawai Wereta, Julia Jones, John Brakenridge, Stephanie Howard, Shama Lee, Mark Paine, Julian Raine, Neil Richardson, Miriana Stephens, John Rodwell, Steve Saunders and Steve Smith.

MUDGEY’S COLUMN Well, home again and back on the job. Good ole Mother Nature is certainly playing tricks on us with 20+ degree days and colder nights, but a late autumn like we haven’t seen for years. Grass growth is great, and no mud to speak of as of yet!! The growth rates on cattle are certainly well ahead of any normal May period.

The tail of the peak flow is certainly hanging on which is great from a processors’ point of view. A huge thank you to all those who have had to wait a few extra days to shift their stock. This time of the year is never easy.

Our plants have been running hard and fast to keep the flows moving as best we can. I guess the bright side has to be that despite this volume and huge kills in Aussie and the USA as well, after the initial price drop, markets have held on well.

From a media perspective, we have had a period of bad news. Firstly, all the issues with the Greenlea helicopter and the talk of not including the Taupo-based helicopter in the request for

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proposals for funding. Please be assured that Greenlea is 100% committed to maintaining our sponsorship and keeping this vital life support link in Taupo. The second piece of bad news has been the spread of Mycoplasma bovis. Everybody has a different view, but I guess that with the ease of cattle movements in New Zealand, it was only a matter of time before it spread across the country North and South. We all know there is room for improvement in systems. ASDs, NAIT, farm assurance … let’s just hope that we all learn from this experience because who knows what the next big biosecurity issue is that’s just around the corner …

Looking forward to seeing you all at Fieldays! Greenlea will be at our same site as previous years … F53 … and serving up delicious Greenlea beef samples from 11:00 am – 2:00 pm (or until we run out!). Also, be sure to check out the Greenlea Butcher Shop at our site and at the newly located Kitchen Theatre where we’ll be doing our popular boning demonstrations daily.

Mystery Cook Off Greenlea sponsored the

Karena & Kasey Bird

GREENLEA AT THE GREAT NZ FOOD SHOW A team from Greenlea attended the Great NZ Food Show at Claudelands in May to promote our new online meat sales website … www.greenleabutcher. co.nz! We now sell our great Greenlea beef products as well as Ovation lamb direct to the public with overnight door-to-door delivery.

The Greenlea Butcher Sho p Stand

GREENLEA’S CHAIRMAN AND MANAGING DIRECTOR VISIT CHINA In the middle of May, our Chairman, James Egan, and managing director, Tony Egan, headed to China to support our marketing team. We have established some great business in China in recent years and need to work constantly on building these relationships. This market is now our second largest after the United States, and so far this season we have shipped them over 6,000 tonnes of Greenlea beef products. This includes 58% of all the chilled beef from NZ. The visit was a chance to thank them for their support, and our largest customer in particular, who is now buying around $50 million dollars’ worth of beef each season. In addition, they attended a large trade show, which was an opportunity to see what our competitors are up to and to investigate new business opportunities.

Mike Goldfinch and Richard Carlson, of Greenlea, with Mr Chen and Minmin, of Shanghai Zhimo, in Shanghai.

Greenlea presented them a plaque celebrating their becoming our number one global customer, with 5733 tonnes last year and set to grow to over 6000 tonnes this year. Greenlea remains more than 50 percent of NZ CHILLED BEEF to this market thanks to their help.

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RESCUE HELICOPTERS

SAVE LIVES GOVERNMENT CHANGES TO AIR AMBULANCE & RESCUE HELICOPTER SERVICE CONTRACTS You may have heard, or seen in the media, that there may be changes to your local rescue helicopter service.

The Government purchases air ambulance and rescue helicopter services in New Zealand, via their purchasing office the National Ambulance Sector Office (NASO) and the current contracts with all providers are up for renewal.

As part of the review process the Government/NASO have stipulated that they will purchase these services from some, but not all, of the current air ambulance and rescue helicopter bases in New Zealand.

Two of Philips Search and Rescue Trust’s bases were excluded; Rotorua and Taupo, however, after pressure from the two communities and their Mayors they have been re-included for consideration.

The tender deadline was Monday 7 May and the team at Philips Search and Rescue Trust worked hard to ensure we can continue to provide air ambulance and rescue helicopter services to the communities we currently service. The results of the tender will be published late July.

Please be assured that it is business as usual until the new contracts are issued on 1 November 2018 - there will still be air ambulance and rescue services from all bases, including Rotorua and Taupo, and we need your continued support.

The Government contracts currently provide 47% of the annual operational costs of each base. The remaining 53% comes from the community – from people like you.

Once the new contracts are in place, regardless of the bases that are confirmed, there will still be rescue helicopter services available to the people of New Zealand, including Rotorua and Taupo, even if a helicopter is not permanently based there.

Special thanks to Greenlea for their unwavering support. We also thank you for your continued support of your local rescue helicopter; it truly does save lives.

fieldays 13-16 june 2018 ®

Greenlea Premier Meats has invited the Greenlea Rescue Helicopter crew to join them once again at National Fieldays® Mystery Creek.

Greenlea Rescue Helicopter crew will be on-site, giving you the chance to meet the team behind some of the 237 life-saving missions that the Greenlea Rescue Helicopter undertook in 2017.

your support saves lives donate now at rescue.org.nz rescue.org.nz |

rescuehelicoptertrust |

@Rescue_PSRT |

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