New Zealand meat industry representatives have heard that supermarkets no longer rule the roost in the meat retail trade in Europe and the UK.
That message has come from Richard Brown, a farmer and partner in the Swiss based consultancy and market research company, GIRA.
He's a keynote speaker at the red meat sector conference in Queenstown. .
Richard Brown told the conference the big supermarkets aren't as dominant as they once were in the meat trade.
He says new markets which have emerged in the Middle East and China's growing middle class have changed the picture.