Chinese consumers are now able to get a fix of New Zealand beef or lamb from a vending machine.
Beef + Lamb New Zealand (BLNZ) has joined forces with Alliance Group and Silver Fern Farms (SFF) to launch two Pure Box vending machines in Shanghai that will serve ready-to-eat meals featuring NZ beef and lamb to Chinese consumers.
The meals, co-developed by BLNZ and well-known Shanghai chef Jamie Pea, fuse traditional Chinese ingredients and flavours with Western food trends.
Each of the six recipes has been designed to highlight either Pure South lamb from Alliance or beef from SFF.
The vending machines, which are marketed under BLNZ’s Taste Pure Nature country of origin brand, will be located in Shanghai’s top business districts where time-poor consumers are known to seek out convenient and healthy food options.
BLNZ global manager for the NZ red meat story Michael Wan said the pilot is just one of the strategic marketing initiatives designed to build awareness for NZ grass-fed beef and lamb in China.
“The Chinese market is strategically important for New Zealand’s red meat sector. Our research shows a growing number of Chinese consumers are seeking nutritious and healthy food. The unique attributes of New Zealand grass-fed beef and lamb can meet this need.
“We must also offer these consumers a range of eating options such as Pure Box, which are convenient to access and consume, in addition to supermarkets and dining in restaurants.
“We want more and more consumers in China to get to know and recognise the benefits of New Zealand grass-fed beef and lamb through this Pure Box initiative and choose our grass-fed beef and lamb in the future.”
Alliance general manager sales Shane Kingston said the pilot aims to help generate interest in New Zealand beef and lamb.
“This is another great example of disrupting consumer purchasing activity to create both consideration and conversion to our high-quality New Zealand beef and lamb products.”
SFF general manager growth Nicola Johnston said taking part in the trial is an important way of establishing the opportunities for red meat in growing convenience trends such as ready-to-eat.
“We know that Chinese consumers love the core attributes of our red meat, but there’s more we can do to challenge the way our products are delivered and consumed that better suit our consumers’ varied lifestyles. By trialling initiatives such as the Pure Box, we can also glean insights that apply across our growing branded offering in China.”
The Consul-General of NZ in Shanghai, Stephen Wong, unveiled the Pure Box to media and the public at a launch event in Shanghai on September 22.
