A major marketing campaign is targeting increased consumption of New Zealand beef and lamb in the U.S.

Beef + Lamb New Zealand, which represents the country’s beef and sheep farmers, is partnering with leading retail brands on the integrated campaign, which aims to educate Americans about grass-fed meats marketed under the Taste Pure Nature brand. The multi-faceted program will launch first in California with online display and video ads, social media, public relations and a bespoke website with information and recipe inspiration.

Brand partners on the campaign include The Lamb Company, the largest North American supplier of lamb, and its flagship brand, New Zealand Spring Lamb; First Light and its renowned grass-fed Wagyu beef, recently crowned the gold winner at the World Steak Challenge in London; and Atkins Ranch, which sells 100% grass-fed and finished Non-GMO Project Verified Lamb.

“We are delighted to partner with leading brands and companies from New Zealand to increase consumer excitement and drive discovery for the incredible quality and taste of our grass-fed beef and lamb products,” says Andrew Morrison, Chairman of Beef + Lamb New Zealand. “New Zealand sheep and cattle are raised in a farming paradise with rolling green hills surrounded by an expansive ocean and fresh, clean air, and we believe this results in the best grass-fed meat.”