NZ beef "punching above its weight"

NZ beef is a premium product that is highly sought after in overseas markets, McDonald's Australia and NZ purchasing manager Arron Hoyle says. Mr Hoyle said NZ grass-fed beef had a strong flavour compared with grain-fed beef and was an excellent source of lean protein. "From a global perspective NZ punches above its weight," he told more than 100 farmers at a M&WNZ Sheep and Beef Council field-day at Millers Flat last week. Mr Hoyle buys NZ beef for hamburger chain McDonald's, which operates in 118 countries and serves more than 56 billion people per day. Mr Hoyle said NZ beef was sold in 70% of McDonald's 33,000 restaurants in 20 countries worldwide. "It is one of the most important countries in our global supply chain." Mr Hoyle said the the outlook for beef was "pretty darn positive" because of strong demand reports Stuff. However, the challenge for NZ farmers, who he described as the most innovative in the world, was to supply beef year round. "It is extremely difficult to source product in the winter."Mr Hoyle also believed a good traceability system was essential for the NZ beef industry. "Our consumers are saying they want transparency, traceability and trust.