Company founder and chairman Graham Cooney told the company's annual meeting the company, which operates a single chain works north of Invercargill, was moving to ensure it continued to be a strong player.
Part of that was a global marketing push to target affluent Chinese and Europeans, and subsequently the company had been reviewing and improving marketing material that drew on the southern New Zealand landscape.
"We see real potential in areas such as China, where there is a growing demand for higher value cuts such as French racks and leg roasts," Mr Cooney said.
The company was also building on the existing reputation of its Horizon and Star brands and ensuring it delivered products customers wanted, he said.
"The brand relaunch will ensure the company remains ahead of the competition and is relevant to the current market, while positioning Blue Sky Meats and the farmers who supply it in the way they deserve to be."
It is widely accepted the meat industry must change - from being throughput-driven and companies paying above market rates for depleting numbers of stock - for it to survive.
Lower numbers of, and competition for, stock struck Blue Sky Meats in the past financial year.
Its after-tax profit was down 70% on the previous year at $1.1 million, and its revenue was nearly 15% lower at $85 million.
Mr Cooney said by focusing on marketing, Blue Sky Meats was doing its bit to ensure the survival of sheep farming in Otago and Southland.
He told shareholders the company would once again announce a fixed price for lambs that meet a weight criterion, a process that was successfully trialled last year.
An announcement would be made soon on capital expenditure.
