Country of Origin as a Brand: The Case of New Zealand Lamb
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The Center for Agricultural and Rural Development (CARD) conducts innovative public policy and economic research on agricultural, environmental, and food issues. CARD uniquely combines academic excellence with engagement and anticipatory thinking to inform and benefit society.
CARD researchers develop and apply economic theory, quantitative methods, and interdisciplinary approaches to create relevant knowledge. Communication efforts target state and federal policymakers; the research community; agricultural, food, and environmental groups; individual decision-makers; and international audiences.
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New Zealand has used country-of-origin labeling (COOL) as a "country brand" to differentiate New Zealand lamb in international markets and increase consumer awareness of this lamb as a high-quality imported product. The case of New Zealand lamb is especially interesting as an unsubsidized commodity product competing against subsidized lamb in some of the most competitive and sophisticated retail markets in the world. Given New Zealand's dependence on international markets, producers, processors, and exporters needed to develop strategies to create and maintain a strong positive image for their product. This paper explores the history of New Zealand lamb exports, the focus on quality and meeting consumer specifications, and differences in the use and effectiveness of New Zealand as a country brand for lamb in different import markets. The paper also notes how COOL regulations might create country brands that increase demand for imported meats.