Lees, Nicholas2022-05-222021-092021-092021-08-012463-3011https://hdl.handle.net/10182/15001This article reports on a study by the author on Ireland’s Origin Green sustainability brand. It looks at what it is, how it is implemented in the Irish beef industry and its relevance to New Zealand. Compared to Ireland, the study found the New Zealand beef industry has been slow to implement important programmes such as the measurement of farm-level carbon footprints, traceability and consistent quality assurance standards.pp.25-29© NZIPIM.Journal Article2022-05-17ANZSRC::300208 Farm management, rural management and agribusinessANZSRC::300606 Food sustainabilityANZSRC::350602 Consumer-oriented product or service developmentANZSRC::300210 Sustainable agricultural developmentANZSRC::350605 Marketing management (incl. strategy and customer relations)ANZSRC::300307 Environmental studies in animal productionANZSRC::300399 Animal production not elsewhere classified