New Zealand meat going to Chinese vending machines under new deal
Consumers will soon be able to purchase prepared meals made from New Zealand beef and lamb from vending machines in Shanghai.
Leading red meat exporters Beef + Lamb NZ, Alliance and Silver Fern Farms are testing beef and lamb vending machines with ready meals for consumers on the go.
Beef and Lamb spokesman Michael Wan said the two Pure Box vending machines will be located in Shanghai’s bustling business districts, providing another food option for busy workers.
Wan said shoppers could choose from six meals co-designed by Shanghai chef Jamie Pea. They fuse traditional Chinese ingredients and flavors with Western food trends to showcase the taste of beef and lamb produced in New Zealand.
He said the machines were one of several B+L NZ initiatives aimed at stimulating demand from Chinese consumers.
“The Chinese market is strategically important to New Zealand’s red meat industry,” Wan said.
“Our research shows that a growing number of Chinese consumers are looking for nutritious and healthy foods. The unique characteristics of New Zealand grass-fed beef and lamb can meet this need.
“We must also offer these consumers a catering offer such as the Pure Box, which is easy to access and consume, in addition to supermarkets and restaurants.
“We want more and more consumers in China to know and recognize the benefits of New Zealand grass-fed beef and lamb through this Pure Box initiative and choose our grass-fed beef and lamb. grass in the future.
Alliance Group chief sales officer Shane Kingston said the pilot was aimed at generating interest and encouraging them to eat New Zealand beef and lamb.