Encouraging Germans to include Kiwi lamb in their shopping baskets
Our increasingly popular in-store tastings introduce consumers to New Zealand lamb at the point of purchase, generating lots of good feedback and sales.
In 2007 we held 103 tastings, reaching 12,175 consumers. In 2010 demand for the programme had grown to 568 tastings, reaching 81,792 consumers. Demand continues to grow. The number of Germans who will try New Zealand lamb at an in-store tasting in 2011 is expected to hit 100,000.
All New Zealand lamb sold in Germany is identified by the New Zealand lamb rosette or packaging that highlights our natural, pasture-fed production systems.
We’re also improving the visibility of lamb in stores through creative point of sale materials on shelves, on-pack and in-store television.
Engaging with consumers online
Our market research shows that Germans prefer the internet as a source of food and cooking information.
B+LNZ’s German-language New Zealand lamb website provides recipes, interactive cooking videos, plenty of New Zealand lamb information, and regular blogs from Kiwi farmers. Readers can also sign up for a newsletter, sent to 15,000 consumers every two months.
To keep lamb top of mind, we also target food writers, journalists and bloggers with seasonal press releases, and provide popular bloggers with lamb to cook.
Creating an iconic brand
B+LNZ works with producers of other iconic New Zealand products to raise awareness of the New Zealand lamb brand.
Important export markets like Germany are critical to the long-term profitability of every New Zealand sheep farmer, so partnering with other organisations ensures we get maximum value from the investment we make on behalf of the industry.
To ensure our strategies benefit the industry as a whole, our marketing plan for Germany is agreed with a New Zealand industry forum known as the Meat Promotion Group. This includes meat exporters and processors, as well as representatives from the Meat Industry Association.
Key statistics
- Germany is New Zealand’s second most valuable sheepmeat market.
- Germany is a high value market for mutton as well as lamb cuts.
- Germany is supplied within New Zealand's tariff‑rate quota to the European Union.
- Germany’s population is over 82 million.