The Red Meat Story and Taste Pure Nature origin brand will be used in export marketing and to enhance the products' position. The brand was developed in conjunction with processors and farmers in the last year, the organisation said in a statement on May 2.
Taste Pure Nature brand assets would be available by the end of the year for exporters to use on packaging and advertising.
BLNZ was also working with processors on pilot programmes in China and the United States. They aimed to increase demand for and visibility of for New Zealand beef and lamb through actively promoting Taste Pure Nature to distributors, food service, retailers, and consumers.
BLNZ chief executive Sam McIvor said consumer research showed New Zealand's overall image as a country was positive, but weak in relation to red meat in high-growth markets.
''Taste Pure Nature is our unique point of difference and is central to our promise of the purest and most natural meat taste experiences in the world.''
BLNZ research also showed a product's place of origin was a major factor in buying decisions by consumers, retailers, and the food service sector.
''It is a shortcut to understanding and trust. It provides a basis for choosing a brand if it is available - which adds further value and differentiation.''
''It's critical New Zealand moves now to safeguard and enhance our position as a premium producer.''
BLNZ chairman Andrew Morrison said consumers were increasingly concerned about the use of hormones and antibiotics, environmental issues, and animal welfare.
''With our natural assets and farming systems, New Zealand is strongly positioned, at an origin level, to establish a level of trust and loyalty with consumers that can't be replicated by other origins.
''Our research shows consumers will pay a premium for naturally-raised, grass-fed, hormone-free and antibiotic-free red meat.
''While premium consumers are often choosing to eat less red meat each week, when they do they are prepared to spend more.
''New Zealand has one of the most environmentally efficient farming systems in the world. However, we recognise agriculture has an impact on the environment and that work must continue to address these impacts.
''Good environmental management is a key selling point for New Zealand primary sector products, internationally. New Zealand has a unique brand.''
Meat Industry Association chairman John Loughlin said the brand had full support from the Meat Industry Council.
Companies must apply to BLNZ for a licence to use the Taste Pure Nature trademark.
BLNZ would host a series of meetings in coming months for farmers to learn more about the Red Meat Story and brand.
