Rabobank's Animal Proteins & Sustainability analyst Blake Holgate has been travelling throughout New Zealand presenting to sheep & beef farmers on the topic of maximising the value of red meat.
Blake talks to The Country's Dom George about "value-add", what that phrase actually means, and the ways in which thered meat sector is applying it to its products.
Holgate also discusses how today's consumers are far more interested in where their red meat comes from and how it got to their plate.
Listen to the full interview in the Soundcloud embed below:
