AERU, Lincoln University | Te Whare Wānaka o Aoraki
Abstract
This paper forms part of a wider Unlocking Export Prosperity Research Programme led by the Agribusiness and Economics Research Unit (AERU) at Lincoln University. This is the second instalment in a series of case studies and is focused on Taupō Beef and Lamb, which is owned and operated by Mike and Sharon Barton Mike and Sharon Barton have needed to adapt to changes imposed on them and have responded by increasing the value of their product so that consumers pay a premium that helps cover the cost of operating under a nitrogen cap. This strategy involved shifting away from beef and lamb as a commodity and branding Taupō Beef and Lamb through environmental stewardship and creating unique value propositions. While challenges have arisen over this journey, the change Taupō Beef and Lamb has undergone has been pivotal to its survival. Taupō Beef and Lamb is an example of how leadership is crucial for adding value to agri-food products, protecting New Zealand’s environment, and garnering a price premium for high-value products
