Meat and Wool New Zealand has signaled a fresh start and announced its intention to rename itself Beef and Lamb New Zealand Limited following the rejection by farmers to invest in the wool sector in the referendum held in 2009.
Meat and Wool New Zealand Chairman Mike Petersen said that while the need for a name change was a consequence of the referendum, it also allows for fresh impetus as the organization moves into a new era with a meat only focus.
"We have spent a considerable amount of time looking at various options for a new name including commissioning someone in the branding world to come up with some suggestions. However, we have come to the conclusion that there is considerable merit in sharing the name Beef and Lamb New Zealand with our partner in the domestic promotion work Beef + Lamb New Zealand Inc.," continued Petersen.
Beef + Lamb New Zealand Inc. is an incorporated society that has responsibility for promoting beef and lamb in the domestic market, with Meat and Wool New Zealand as its principle funder. New Zealand meat retailers and processors also contribute to the domestic marketing of red meat.
Petersen said Beef + Lamb New Zealand Inc. would continue to operate in its own right with its existing corporate branding, and there is ongoing work to strengthen the working relationship between the two organizations.