King Country farmer Martin Coup believes it's time New Zealand red meat producers started capitalising on growing international demand for naturally raised, sustainably grown food.
Mr Coup has put his name forward for this month's Beef + Lamb New Zealand (B+LNZ) board election. With wife Wendy, he farms a 700-hectare sheep and beef property at Aria.
He says farmers need a better, more profitable future and the opportunity to provide that is right here already. B+LNZ has initiated a major project developing the "New Zealand Red Meat Story". Mr Coup supports this approach and wants to see farmers brought on board as soon as possible.
Most farmers already take utmost care of their land, animals and the environment, but we need to up our game even further.
"New Zealand farmers can produce quality protein from pastoral systems better than anyone in the world. I want to ensure farmers have the knowledge and skills to do what is right for their land, their animals, their business and the environment.