The additional levies would be invested in the international activation of the Taste Pure Nature origin brand and the Red Meat Story, helping the sector lift its environmental performance and reputation, telling the farmer story better, and strengthening B+LNZ's capability to address biosecurity risks.
The proposed increase was separate to the ongoing negotiations about what the industry's share of the costs of the Mycoplasma bovis eradication programme would be, Mr Morrison said.
The Government would meet 68% of the $886million cost of eradication, and DairyNZ and B+LNZ would meet 32%.
The incursion and phased eradication programme was obviously a concern for farmers and B+LNZ had lifted its support to farmers with additional resources and advice, he said.
"Alongside this response, it is clear that extra investment is required to strengthen B+LNZ's capability to better assess biosecurity risks, drive improvements in Nait, and help farmers improve their on-farm biosecurity systems."
B+LNZ chief executive Sam McIvor said the proposed levies increase would raise just over $4million.
Consultation would run until July 13. Consultation packs would be mailed to farmers, and meetings would be held around the country.
In the South, meetings would be held in Balclutha, Gore and Winton on June 11, Mossburn and Otautau on June 15, Lawrence on June 25, Alexandra, Ranfurly and Palmerston on June 26, and Kurow on June 27.
Farmers would be notified of the outcome in mid-August and, if adopted, the changes would take effect from October 1.