Enhancing resilience for red meat producers by understanding the options, barriers and enablers in selling direct to New Zealand consumers : A thesis submitted in partial fulfilment of the requirements for the Degree of Master of Applied Science at Lincoln University

Abstract

There is growing interest from farmers in New Zealand in selling their produce direct to local consumers. There are a number of drivers for this trend, not least of which is farmers’ desire to capture more value from their produce via shorter supply chains, and by increasing consumer demand for ‘local food’. This study explores livestock farmers’ perspectives on the barriers and enablers to selling red meat products direct to consumer [D2C] through a series of semi-structured interviews (N=14). Through the lens of the Values, Rules and Knowledge Framework, this research reveals a highly regulated supply chain with limited and expensive transport, slaughtering and processing options for small scale D2C farmers. A small number of entrepreneurial producers have created on-farm butcheries and/or micro-abattoirs, but this has prohibitively high set up and compliance costs, with flow on impact on pricing. Despite current economic conditions, there is good local demand for sustainable, locally produced meat. However, with limited economies of scale for producers, financial and logistical barriers remain. To be competitive, these red meat products must offer consumers added value, be that connections with producers or a contribution to environmental and regional sustainability. or a contribution to environmental and regional sustainability.