Silver Fern Farms hopes to raise $80 million, but could raise $128 million, through its proposed capital restructuring.
Chief executive Keith Cooper said the money would be used to reduce debt.
This included the $75 million in bonds due for repayment next year, with between $25 million and $30 million used for capital investment such as launching SFF's X-ray carcass imaging and robotic technology - developed with joint venture partner Scott Technology - and funding its new business model.
The game of one-upmanship was rife in the meat industry.
Other companies were selling and marketing branded products, but SFF claimed it was going a step further, with its plate-to-pasture integrated supply chain strategy. This would supply consumers in all markets, including the New Zealand market, with the specific product they wanted when they wanted.
The strategy involved promoting SFF-branded, portion-controlled, ready-to-eat products complete with cooking instructions. This was designed to generate customer demand, rather than supplying product and then finding a customer.
SFF also claimed its model differed because it linked lamb suppliers with consumers. SFF would ensure it grew the sort of lambs markets wanted, supplied when the markets wanted them.
The company said this strategy was counter to the traditional meat industry model of maximising the throughput of animals and selling traditional cuts of meat, some of which were not wanted by modern consumers.
In a blunt assessment of how it could otherwise raise the money, Mr Cooper said SFF could gain $50 million by not spending a cent on its plants for the next two years, something he said was unpalatable.
