The Dunedin meat processor and exporter plans to start offering four cuts of chilled lamb, part of a strategy to capture value across the red meat supply chain and extend its consumer-branded strategy, which it rolled out in France's Intermache supermarkets last month.
Company chief executive Keith Cooper said focusing on the domestic market was designed to help make the sheep-meat industry sustainable and create value from consumer to farmers.
SFF strategic marketing manager Duncan McKinnon said the New Zealand packs contained recipes and cooking suggestions to assist consumers choose the cut they wanted.
The packs of boneless leg roast, loin fillets, rumps and stir fry would be on sale in two weeks from Countdown, Woolworths and Foodtown stores, and Foodstuffs' North Island stores.
It would be supported by advertising, point-of-sale promotion and tasting.
Beef and Lamb New Zealand chief executive Rod Slater praised the move, saying he had seen the quality of product and presentation, which he described as attractive and of the highest order.
"This sort of innovation is very good for our brand."
Meat and Wool New Zealand's economic service executive director Rob Davison said the domestic retail market for lamb was worth $320 million a year, with annual per capita consumption of 8.5kg.
In comparison, the domestic retail value of beef was $904 million, with annual per capita consumption of 26.5kg.
Mr McKinnon said SFF planned to roll out the lamb consumer pack model to venison, extending its availability nationwide.
An SFF-branded venison was only available in the South Island.
