"Stories are what connect people and so any story about food is actually a human story - about the growers and farmers and where and how they produce food.
"Food today is no longer just about sustenance. It's intrinsically linked with social bonds and personal values. "The food consumers eat says something about how they want the world to be, so in essence people are eating their values and these include the way animals are farmed - although food also needs to deliver on taste."
Mr McIvor said New Zealand's red meat producers knew their own story would be bound in the richness of farming families, looking after the land, nourishing and respecting their animals and caring about the consumer experience.
"These themes are a great foundational base from which to further uncover the hidden jewels that will form our story. "Mike challenged us to think about what we may consider mundane as actually profound for our customers."
Mr McIvor said an important part of the story will be to intertwine the verification systems that prove New Zealand beef and lamb is of the highest quality and when consumers buy it, it's a choice they make because they care about the good health of their family and the planet.
