Beef + Lamb New Zealand red meat story global manager Michael Wan said B+LNZ had joined forces with meat exporters Alliance Group and Silver Fern Farms to launch two Pure Box vending machines in Shanghai.
The machines would serve ready-to-eat meals featuring New Zealand premium grass-fed beef and lamb for Chinese consumers.
The meals, co-developed by Beef + Lamb and Shanghai chef Jamie Pea, fuse traditional Chinese ingredients and flavours with Western food trends.
Each of the six recipes had been designed to highlight the natural flavour and nutritional benefits of Pure South lamb from Alliance and beef from Silver Fern Farms.
The vending machines, which are marketed under B+LNZ’s Taste Pure Nature country of origin brand, would be in Shanghai’s top business districts where time-poor consumers were known to seek out convenient and healthy food options.
The pilot was one of the organisation’s strategic marketing initiatives designed to build awareness of New Zealand grass-fed beef and lamb in China, he said.
"The Chinese market is strategically important for New Zealand’s red meat sector.
"Our research shows a growing number of Chinese consumers are seeking nutritious and healthy food. The unique attributes of New Zealand grass-fed beef and lamb can meet this need.
"We must also offer these consumers a range of eating options such as Pure Box, which are convenient to access and consume, in addition to supermarkets and dining in restaurants.
"We want more and more consumers in China to get to know and recognise the benefits of New Zealand grass-fed beef and lamb through this Pure Box initiative and choose our grass-fed beef and lamb in the future."
Alliance Group sales general manager Shane Kingston said the pilot aimed to help generate interest in New Zealand beef and lamb.
"This is another great example of disrupting consumer purchasing activity to create both consideration and conversion to our high-quality New Zealand beef and lamb products."
Silver Fern Farms growth general manager Nicola Johnston said taking part in the trial was an important way to establish the opportunities for red meat in growing convenience trends such as ready-to-eat.
"We know that Chinese consumers love the core attributes of our red meat, but there’s more we can do to challenge the way our products are delivered and consumed that better suit our consumers’ varied lifestyles," she said.
"By trialling initiatives such as the Pure Box, we can also glean insights that apply across our growing branded offering in China."
Stephen Wong, New Zealand Consul-general in Shanghai, unveiled the Pure Box to media and the public at a launch event in the city on September 22.
Nearly 50 representatives from New Zealand beef and lamb export companies, in-market partners, distributors, retailers and media attended the launch.
