Marketing

In a quiet valley, just 20 minutes from downtown Wellington, farmer Hamish Best is marrying his passion for farming with his marketing which he hopes will become the red meat of choice for discerning Wellingtonians.

In this episode, Sarah Perriam-Lampp talks with Hamish Best from Conscious Valley about building a premium local red meat brand just outside Wellington. Hamish shares how combining strong agronomy, selective breeding, and direct-to-consumer marketing is helping connect city eaters with high-quality, sustainably produced lamb and beef from the doorstep. He also discusses the challenges of brand awareness and the value of independent awards in growing a trusted regional food business.

The wellness industry is valued at $1.8 trillion so why aren’t we positioning New Zealand’s red meat’s positive health attributes? From selecting the right sire through to how we market our beef, hear from three experts on what they think we need to do. We talk about livestock genetics sales ahead of bull sale season, meet our new host of BEEF Country and hear the updates in nutrient profiling of meat cuts from an AgResearch scientist.