Todd McClay is leading a large trade delegation to China. Photo: Supplied
Agriculture and Trade Minister Todd McClay has unveiled a plan to co-invest $8 million to boost New Zealand beef and lamb exports to the Chinese market.
McClay is leading a large trade delegation to the seventh annual China International Import Expo, which kicked off in Shanghai on 5 November.
Announced at a signing ceremony in China on Tuesday, the investment is part of the Taste Pure Nature campaign, a collaboration between the government and the red meat sector aimed at positioning New Zealand beef and lamb as the premium red meat choice for Chinese consumers.
"Together with the sector, we have set a joint target of making New Zealand lamb the number one preference with Chinese consumers, replacing Australia as the largest lamb exporter to China," McClay said.
New Zealand is currently the second-largest supplier of lamb to China, behind Australia.
The South Pacific nation is also the sixth-largest supplier of beef to its free trade partner.
As of June, 29 percent of New Zealand's total red meat exports worth $2.86 billion were shipped to China, McClay said.
This included exports valued at $1.27 billion in beef and $1.05 billion in sheep meat, he said.
He said China's fast-growing middle class was the key demographic market in Asia.
"China's growing middle class of over 500 million consumers wants fast, efficient, ready-to-eat, high-quality, safe food," McClay said. "New Zealand's red meat story is compelling, and one we need to shout from the rooftops."
McClay said the government had set an ambitious goal to double the value of New Zealand's exports over the next 10 years.
