Beef and Lamb New Zealand says social media are playing an increasingly important role in its overseas marketing programmes.
The industry board's market development manager, Craig Finch, says more and more shoppers are using the internet to check on new meat products available in their local supermarket.
Mr Finch says Beef and Lamb New Zealand is recording thousands of hits a week on social networking sites that effectively promote NZ meat.
"We're out there and we're creating a social platform to engage with customers, with consumers," he says.
"We want to talk about the attributes of our product...what makes NZ lamb different from lamb from other origins.
"You get into a real story there: when people are asking questions you can respond."
Strongest responses came from people in western Britain, German, Korea, Japan, China, Taiwan and Hong Kong.
