Whereas 10 years ago consumers were only interested in the economic aspect, they now wanted "everything".
In the past five or six years, environmental aspects had kicked in and, most recently, consumers had added another dimension - social, Cuff said. They wanted a "clear conscience" and expected the product to have been "well looked after from the day it was born".
At Alliance, injuries to employees had reduced by more than 50 per cent since 2006, all plants operated at the top of the Ministry of Agriculture and Forestry performance-based verification scheme and greenhouse gas emissions had reduced by 26 per cent per unit of production since 2000.
Meat yield had increased by 8 per cent since 2002, forage/taste/growth research was entering its fifth year and more than $300 million had been spent on technology and processing facilities, in-market investment and key account development since 2000.
Reviewing the past year, chairman Owen Poole said severe weather devastated lamb numbers across the country, with about 1.6 million fewer available for export.
For most farmers, strong in-market prices for sheep meat and co-products largely mitigated the adverse financial impacts. Beef and venison prices were also strong. The prospect for sheep meat, beef and venison was favourable, driven by demand in existing and developing markets against reduced supply around the world.
- OTAGO DAILY TIMES