The Country
  • The Country home
  • Latest news
  • Audio & podcasts
  • Opinion
  • Dairy farming
  • Sheep & beef farming
  • Rural business
  • Rural technology
  • Rural life
  • Listen on iHeart radio

Subscriptions

  • Herald Premium
  • Viva Premium
  • The Listener
  • BusinessDesk

Sections

  • Latest news
  • Coast & Country News
  • Opinion
  • Dairy farming
  • Sheep & beef farming
  • Horticulture
  • Animal health
  • Rural business
  • Rural technology
  • Rural life

Media

  • Podcasts
  • Video

Weather

  • Kaitaia
  • Whāngarei
  • Dargaville
  • Auckland
  • Thames
  • Tauranga
  • Hamilton
  • Whakatāne
  • Rotorua
  • Tokoroa
  • Te Kuiti
  • Taumurunui
  • Taupō
  • Gisborne
  • New Plymouth
  • Napier
  • Hastings
  • Dannevirke
  • Whanganui
  • Palmerston North
  • Levin
  • Paraparaumu
  • Masterton
  • Wellington
  • Motueka
  • Nelson
  • Blenheim
  • Westport
  • Reefton
  • Kaikōura
  • Greymouth
  • Hokitika
  • Christchurch
  • Ashburton
  • Timaru
  • Wānaka
  • Oamaru
  • Queenstown
  • Dunedin
  • Gore
  • Invercargill

NZME Network

  • Advertise with NZME
  • OneRoof
  • Driven Car Guide
  • BusinessDesk
  • Newstalk ZB
  • Sunlive
  • ZM
  • The Hits
  • Coast
  • Radio Hauraki
  • The Alternative Commentary Collective
  • Gold
  • Flava
  • iHeart Radio
  • Hokonui
  • Radio Wanaka
  • iHeartCountry New Zealand
  • Restaurant Hub
  • NZME Events

SubscribeSign In

Advertisement
Advertise with NZME.
Home / The Country

Rod Slater on the red meat sector's 'fabulous' future

The Country
16 Mar, 2021 03:15 AM2 mins to read

Subscribe to listen

Access to Herald Premium articles require a Premium subscription. Subscribe now to listen.
Already a subscriber?  

Listening to articles is free for open-access content—explore other articles or learn more about text-to-speech.
‌
Save
    Share this article
Rod Slater. Photo / Supplied

Rod Slater. Photo / Supplied

Rod Slater may be stepping down from his role as chief executive of Beef+Lamb New Zealand, but he has no worries about what's next for the industry.

Slater told The Country's Jamie Mackay that New Zealand beef and lamb producers had a "fabulous future" ahead of them.

"No question about that in my mind."

Although the rise of plant-based protein was considered a threat to the red meat sector, Slater remained unconcerned.

"There's room for everybody."

Advertisement
Advertise with NZME.
Advertisement
Advertise with NZME.

"I recall as a butcher when chicken first came on the market and it started to get cheaper and cheaper and people said no one's going to eat beef and lamb - well that just didn't happen."

The global protein market showed no signs of slowing down either, Slater said.

Listen below:

Advertisement
Advertise with NZME.

"It's just growing and growing and growing. We can't produce enough to satisfy that. So for farmers in New Zealand - and I'm sure they know this - there's a brilliant future ahead."

Mackay said some younger consumers were turning away from meat, as it was the result of an animal "making the ultimate sacrifice." He asked Slater if this made him concerned about the longevity of the red meat sector.

"We can't kid ourselves Jamie. We do actually slaughter animals, there's no nice way of saying it - that is what happens - and there is an element ... of people that think about their food like that."

Slater believed most people understood "the system" and how agriculture worked as they got older.

Discover more

Meat processors urge Govt to prioritise Covid-19 vaccinations for industry

26 Feb 12:30 AM

Red meat sector exports reach $738.3 million

04 Mar 09:30 PM

Win a Queenstown getaway with Ecolab

14 Mar 08:00 PM
New Zealand

Dr Jacqueline Rowarth: The downside of 8 cent tomatoes

16 Mar 12:30 AM

"I know that in the younger generation, the under 20s ... there is probably a larger element of that viewpoint but I think - without talking down to people like that - you mature as you get on in life and you understand how life works better and accept it."

"Of course that [viewpoint's] always going to be there, but I really don't believe it's one of those things that will mean the death knell ... of our industry - far from it."

Slater has been in the role for 27 years, and will end his tenure in the second half of 2021.

Also in today's interview: Slater talked about his successful Iron Maiden campaign for Beef + Lamb NZ, along with his friendship with The Mad Butcher Sir Peter Leitch. He also gives his prediction on the outcome for the America's Cup.

Save
    Share this article

Latest from The Country

The Country

Southern Ocean low, subtropical 'plume of moisture': Waves of rain to lash school holidays

22 Sep 04:18 AM
The Country

Cyclone-hit culvert rebuilt with fish ladder and repurposed material

22 Sep 03:55 AM
The Country

Hayley Gourley talks OCR on The Country

22 Sep 02:36 AM

Sponsored

Poor sight leaving kids vulnerable

22 Sep 01:23 AM
Advertisement
Advertise with NZME.

Latest from The Country

Southern Ocean low, subtropical 'plume of moisture': Waves of rain to lash school holidays
The Country

Southern Ocean low, subtropical 'plume of moisture': Waves of rain to lash school holidays

Forecasters say low pressure in the Southern Ocean will drive rain and strong winds.

22 Sep 04:18 AM
Cyclone-hit culvert rebuilt with fish ladder and repurposed material
The Country

Cyclone-hit culvert rebuilt with fish ladder and repurposed material

22 Sep 03:55 AM
Hayley Gourley talks OCR on The Country
The Country

Hayley Gourley talks OCR on The Country

22 Sep 02:36 AM


Poor sight leaving kids vulnerable
Sponsored

Poor sight leaving kids vulnerable

22 Sep 01:23 AM
NZ Herald
  • About NZ Herald
  • Meet the journalists
  • Newsletters
  • Classifieds
  • Help & support
  • Contact us
  • House rules
  • Privacy Policy
  • Terms of use
  • Competition terms & conditions
  • Our use of AI
Subscriber Services
  • NZ Herald e-editions
  • Daily puzzles & quizzes
  • Manage your digital subscription
  • Manage your print subscription
  • Subscribe to the NZ Herald newspaper
  • Subscribe to Herald Premium
  • Gift a subscription
  • Subscriber FAQs
  • Subscription terms & conditions
  • Promotions and subscriber benefits
NZME Network
  • The New Zealand Herald
  • The Northland Age
  • The Northern Advocate
  • Waikato Herald
  • Bay of Plenty Times
  • Rotorua Daily Post
  • Hawke's Bay Today
  • Whanganui Chronicle
  • Viva
  • NZ Listener
  • Newstalk ZB
  • BusinessDesk
  • OneRoof
  • Driven Car Guide
  • iHeart Radio
  • Restaurant Hub
NZME
  • About NZME
  • NZME careers
  • Advertise with NZME
  • Digital self-service advertising
  • Book your classified ad
  • Photo sales
  • NZME Events
  • © Copyright 2025 NZME Publishing Limited
TOP