NEW YORK – Silver Fern FarmsNew Zealand’s largest producer and exporter of red meat, announces its first-ever US-branded campaign, titled Delicious starts here. The spots, which will air on YouTube and social media, show how the farmers who work with Silver Fern Farms take incredible care of their animals and their environment, and how this work doesn’t just help make the world a better place – it produces uniquely delicious meat. They also feature a chef and influencer Max Greb, also known as Max the meat guywhose cooking and passion for quality ingredients has garnered 5.1 million followers on ICT Tac3 million on Youtubeand 1.1 million on instagram.
Animal welfare strategies have a well-established link to the production of tastier meat. These traditionally include things like freedom to roam, grass-based farming, and helping livestock live stress-free lives. But the Delicious Starts Here campaign shows how Silver Fern Farmers take care of the land, plant native trees, encourage biodiversity and are aware of their carbon footprint. All of this hard work – taking care of the environment, their livestock, and preserving their land for future generations – contributes to better, tastier meat. Everything Silver Fern Farmers does is done with care.
“I know the meat and this meat is excellent, it comes from Silver Fern Farms in New Zealand” Max Greb said in the spots. Each features him seeking to discover what makes Silver Fern Farms red meat so good, talking to four different Silver Fern farmers, who show their dedication to craftsmanship and the natural beauty of their farming environment.
The Delicious Starts Here campaign tells this story through a series of video and static formats, including a 4-minute video, 30-second and 10-second videos, as well as digital ads, enabled on YouTube, social media and digital.
There is a real consumer demand for more carefully raised livestock. According to a report by research agency Mintel, 60% of red meat consumers between the ages of 18 and 34 are concerned about the environmental impact of raising cattle, and more than half of this group say that concerns in terms of animal welfare have an impact on the products they buy. Finally, 83% of consumers would choose a product that is better for the environment and 70% would pay more for a sustainable product.
This campaign is aimed at those conscious consumers, who love meat but not the emotional baggage that comes with it. These consumers are trying to balance their love for food with the desire to do what’s best for the planet and want to make better choices when it comes to food.
“We want American consumers to see the commitment and passion of our farmers and the management and care they provide every step of the way. This makes Silver Fern Farms the future of delicious, sustainable grass-fed red meat,” said Nicky Cummerfield, Global Marketing Manager for Silver Fern Farms.
Silver Fern Farms has been a committed exporter of red meat to the United States for 30 years, supplying New Zealand farmed products to individuals, restaurants, distributors and retailers with multiple product lines including premium products. Ground beef, steak, lamband deer retail packs.
In April 2022, Silver Fern Farms launched its Net Carbon Zero by Nature USDA approved 100% Grass-Fed Angus Beef in 134 Bijou-Osco supermarkets across the Midwestern United States, offering a delicious new selection of 100% grass-fed Net Carbon Zero Ground Beef, Tenderloin Steak, Top Sirloin Steak, Rib Eye Steak and Steak New York Striploin. The product line was also launched in select supermarkets in New York and Los Angeles in March.
Net Carbon Zero by Nature 100% Grass-Fed Angus Beef has been widely celebrated for its rigorous environmental standards and cutting-edge vision. At the product launch event in New York, Jacinda Ardern, Prime Minister of New Zealand said he “represents both New Zealand values but also our climate change aspirations. Rather than this product being the exception, it will increasingly be the rule. It’s great to see Silver Fern Farms leading the charge in this regard. Since its introduction, Silver Fern Farms has recorded record global profits and an annual turnover of NZ$2.7 billion in 2021.
ON SILVER FERN FARMS: Silver Fern Farms is New Zealand’s largest producer of grass-fed lamb, beef and venison, sourcing the United States from the rolling pastures of New Zealand and striving to set the standard world in red meat. Established as a small farmers’ co-operative in 1948, it produces 30% of all New Zealand lamb, beef and venison in partnership with 16,000 farmers and exports to over 60 countries.