By LIBBY MIDDLEBROOK
Affco, one of the country's largest meat processors, plans to export 10 per cent more chilled lamb products to Britain before June.
It has signed a deal with a number of British supermarkets to extend supplies for one month past the traditional Easter cut-off point.
The general manager of sales
and marketing, Tony Johnston, said British supermarkets were not under the same pressure to keep imported meat off their shelves as in previous years.
"Previously, UK farmers have not wanted to see as much imported lamb in supermarkets. We've managed to convince them [supermarket operators] that it's commercially good to keep us on the shelves further into the season."
Meat New Zealand, the industry's marketing organisation, said British imports of chilled lamb had strengthened after 18 months of declining demand.
"The volume is increasing and there's really good demand. It's a far more positive market than it has been in the last 18 months," said Terry Brown, Meat New Zealand's market manager for sheep meat.
In 1998 and 1999, chilled lamb exports dropped after an overlap of British and New Zealand killing seasons.
Extreme weather meant British farmers released more product on to local markets outside their traditional season from May to November, reducing demand for New Zealand lamb.
But chilled lamb imports had grown this year as British farmers returned to their regular killing season. A drop in British pork production has also generated more demand for New Zealand product.
"Overall, exports of sheep meat to the UK were up during 1999 because there wasn't an overlap in killing seasons. The reduction in pork production really helped too."
Mr Brown said sheep meat exports to the Middle East had strengthened this year, although there had been stiff competition from Australia. Sales to the United States had also improved, despite tariffs by the US Government.
