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If New Zealand red meat producers want to develop their individual business strategies, they need to understand the emerging global trend towards sustainability says Justin Sherrard.
Rabobank's global animal protein strategist visited New Zealand last week, where he told Kiwi farmers and industry professionals that sustainability is a big part of the world market for red meat.
"It's important to emphasise that there is a market out there that will recognise and reward sustainably produced red meat and it's important to keep the focus firmly on that market," Sherrard told The Country's Jamie Mackay.
Sherrard said it was important that farmers did not view this trend towards more sustainable meat production in a negative light.
"The policy regulatory environment is a more challenging one. Farmers are uncertain about what exactly is going to happen and when. I think they should be less uncertain about what's happening in the market. The signals there, to me, are much clearer."
Also in today's interview: Mackay asks Sherrard to try and make some sense of Brexit.