Beef + Lamb New Zealand Inc is marking 40 years of promoting red meat to New Zealand consumers.

Beef + Lamb New Zealand Inc chief executive Kit Arkwright says it began in 1986 as a retailer-led group marketing red meat as a category.

He says the sector has come through the peak vegan period.

“Impossible Burgers, Beyond Burger were all gonna take our jobs. The cow was gonna be obsolete by 2030,” he says.

Arkwright says COVID-19 reconnected people with cooking, and the rise of protein has followed.

“Most people realized that what you eat is deeply personal to you.”

He says the organisation’s work now rests on taste, the grass-fed production story and nutrition.

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