Taste Pure Nature
In 2017 and 2018, Beef+Lamb developed its New Zealand origin brand, Taste Pure Nature. The AERU contributed to that work as part of its research on Integrating Value Chains funded by the Our Land and Water National Science Challenge. Professor Caroline Saunders, for example, gave a video presentation to the original workshop with stakeholders and accepted an invitation to be a member of the Beef+Lamb Economic Impact Advisory Board.
Associate Professor Peter Tait led a research project on the willingness to pay for attributes of New Zealand beef products by consumers in California. This was part of the Integrating Value Chains programme. Beef+Lamb then commissioned a series of Client Reports by Peter Tait and his team for different products and markets, using the same methodology. Taste Pure Nature was successfully launched in California in March 2019.
