Beef + Lamb New Zealand admits it will be a challenge to convince all farmers to support a new red meat strategy for the industry.
The Meat Industry Association and Beef + Lamb jointly initiated the strategy, which aims to increase the current $8 billion industry, to almost $11.5 billion by 2025.
A group representing all sectors of the meat industry will work through recommendations on how the strategy should work, and decide on the priorities.
Beef + Lamb is currently discussing what's proposed at a series of farmer meetings.
Chairman Mike Petersen says the financial reward is huge, but encouraging everyone to embrace the strategy, by working more closely together and improving their efficiency, won't be easy.