Beef + Lamb New Zealand introduces limited menu with Shanghai-based bistro

Beef + Lamb New Zealand (B+LNZ) recently announced the partnership with Shanghai-based dining brand Alimentari to launch a monthlong menu at five restaurants under its banner on New Zealand grass-fed beef and lamb.

In the menu "The Banquet of Nature", chefs will craft fusion dishes inspired by New Zealand's natural landscapes using grass-fed beef and lamb from the origin brand of the country — Taste Pure Nature. The collaboration aims to introduce more Chinese diners to the flavors and health benefits of New Zealand grass-fed red meat.

New Zealand is one of the world's largest producers of grass-fed beef and lamb, renowned for its sustainable nature farming approaches and strict food safety standards. The grass-fed products are naturally lean with lower fat and sodium levels compared to grain-finished meat. Additionally, the New Zealand government strictly regulates the red meat industry, ensuring the quality of the meat, as well as the highest food safety and animal welfare.

In addition to taste and nutrition, New Zealand's grass-fed livestock farming emphasizes environmental sustainability. A 2022 Life Cycle Assessment study named New Zealand among the lowest carbon footprint nations for beef and lamb production.

China is one of the primary export markets for New Zealand's grass-fed beef and lamb. "Through such activities, we aim to bring New Zealand beef and lamb into the daily lives of more and more Chinese consumers," said Kate Acland, chairperson of B+LNZ.

"We want to enable more Chinese conscious foodie consumers to understand and appreciate the unique value of New Zealand grass-fed beef and lamb, promote consumption, and strengthen cooperation between China and New Zealand in the red meat trade sector," Acland added.

Beyond the restaurant promotion, Taste Pure Nature has also partnered with Shen Hongfei, the chief consultant of the famous Chinese food documentary "A Bite of China", to share with audiences New Zealand's sustainable farming practices, product nutritional profile and flavor profiles in his channel special episodes "Shen's Dining Room". The special episode featuring New Zealand's grass-fed beef and lamb premiered on April 1 across major video platforms including Douyin, Weibo and Bilibili.

Ardi Barnard, New Zealand's Consul-General to Shanghai, Richard Dunsheath, New Zealand Trade Commissioner, and representatives from exporters and distributors joined the launch event of the special menu.