The marketing of New Zealand lamb overseas: The role of further processing and value adding: A dissertation submitted in partial fulfilment of the requirements for the Diploma in Farm Management at Lincoln University

Abstract

Over the past decade the New Zealand meat industry has undergone a transformation. Further processing and value-adding lamb products have gained prominence both in tonnage exported and export earnings. Value-adding meant increased returns for meat companies but with the obvious advantages came problems. Meat companies are beset with problems in the manufacture and processing of these products. Problems are also encountered in marketing in overseas commodity markets. To overcome these problems meat exporting companies have had to sharpen their marketing skills and also meet exacting standards which are required by the commodity market and by consumers. The value-added lamb trade has been a successful marketing tool for New Zealand agriculture, but· its problems are ongoing and will continue to be a limiting factor.