Social media influencers have been used as part of a Taste Pure Nature retail campaign to grow awareness of New Zealand’s grass-fed lamb.

Targeting “conscious foodies” in the Tri-State area of New York, nine social influencers were part of a wider marketing campaign carried out by Taste Pure Nature, Beef + Lamb New Zealand (B+LNZ) and Silver Fern Farms (SFF). By sharing grass-fed lamb recipes with their followers, the influencers’ content generated more than 550,000 impressions.

Michael Wan, B+LNZ’s Global Manager – New Zealand Red Meat Story says the campaign aimed to create awareness and preference for NZ grass-fed lamb and the Silver Fern Farms branded retail product range. “We wanted to educate conscious foodie consumers on the benefits of NZ grass-fed lamb and use the influencer content to both inspire and direct people to the three retail locations in New York: Fairway Market, Morton Williams and NetCost Market.”

A survey on behalf of B+LNZ of 2000 US consumers explored how people were becoming more environmentally minded, what they expected from brands and products and how their purchasing habits were shifting. Results show 85% of Americans have made at least one positive change in their lifestyle in the past year.

Nearly seven in ten of those surveyed said buying food products that are sustainably raised or produced was a priority and Americans would pay an average of 37% more for meat or other animal products if they knew the animal was humanely treated.

Nick Beeby, Chair of New Zealand Farm Assured Incorporated (NZFAI) which oversees New Zealand Farm Assurance Programme (NZFAP) says the industry has built a comprehensive and aggressive marketing campaign in the US, and the trust built into the Taste Pure Nature brand helps drive more value and ultimately higher premiums for its product.

“The system’s in place and the global demand is there, now we need more farms to get assured.”