They could be accused by farmers of overoptimism, but farming leaders remain upbeat about the future of red meat production, while warning that investment was needed in marketing and markets diversified. M&WNZ chief executive Scott Champion told a recent SFF sheep and beef forum in Gore the fundamentals for red meat remained strong, and the number of affluent customers who wanted to eat red meat was growing.

With the world’s population expected to hit eight billion by 2030, global food production needed to double, and Mr Champion said while NZ could not feed the world, it had to decide exactly for who it was going to produce food reports The ODT. The population in existing red meat markets was static or falling, so it was likely new consumers would be in China, Central Asia and Africa.

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