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Country of Origin as a Brand: The Case of New Zealand Lamb

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  • Roxanne Clemens
  • Bruce A. Babcock

Abstract

New Zealand has used country-of-origin labeling (COOL) as a "country brand" to differentiate New Zealand lamb in international markets and increase consumer awareness of this lamb as a high-quality imported product. The case of New Zealand lamb is especially interesting as an unsubsidized commodity product competing against subsidized lamb in some of the most competitive and sophisticated retail markets in the world. Given New Zealand's dependence on international markets, producers, processors, and exporters needed to develop strategies to create and maintain a strong positive image for their product. This paper explores the history of New Zealand lamb exports, the focus on quality and meeting consumer specifications, and differences in the use and effectiveness of New Zealand as a country brand for lamb in different import markets. The paper also notes how COOL regulations might create country brands that increase demand for imported meats.

Suggested Citation

  • Roxanne Clemens & Bruce A. Babcock, 2004. "Country of Origin as a Brand: The Case of New Zealand Lamb," Midwest Agribusiness Trade Research and Information Center (MATRIC) Publications (archive only) 04-mbp9, Center for Agricultural and Rural Development (CARD) at Iowa State University.
    • Handle: RePEc:ias:mpaper:04-mbp9
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    References listed on IDEAS

    as
    1. John D. Lawrence, 2002. "Quality Assurance "Down Under": Market Access and Product Differentiation," Center for Agricultural and Rural Development (CARD) Publications 02-mbp1, Center for Agricultural and Rural Development (CARD) at Iowa State University.
    2. John D. Lawrence, 2002. "Quality Assurance "Down Under": Market Access and Product Differentiation," Midwest Agribusiness Trade Research and Information Center (MATRIC) Publications (archive only) 02-mbp1, Center for Agricultural and Rural Development (CARD) at Iowa State University.
    3. Jones, Keithly G., 2004. "Trends in the U.S. Sheep Industry," Agricultural Information Bulletins 33681, United States Department of Agriculture, Economic Research Service.
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    Cited by:

    1. Parker, Miles, 2016. "How exporters set prices: evidence from a large behavioural survey," Working Paper Series 1974, European Central Bank.
    2. Lees, Nic & Nuthall, Peter & Wilson, Mark M.J., 2020. "Relationship quality and supplier performance in food supply chains," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 23(3), August.
    3. Feuz, Dillon M. & Umberger, Wendy J. & Calkins, Chris R., 2007. "The Potential for Canadian Branded Beef Steaks in the U.S. Market: Results from an Experimental Auction," CAFRI: Current Agriculture, Food and Resource Issues, Canadian Agricultural Economics Society, issue 8, pages 1-12, December.
    4. Luisa Menapace & Gregory Colson & Carola Grebitus & Maria Facendola, 2011. "Consumers' preferences for geographical origin labels: evidence from the Canadian olive oil market," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 38(2), pages 193-212, June.
    5. Innes, Brian G. & Kerr, William A. & Hobbs, Jill E., 2007. "International Product Differentiation through a Country Brand: An Economic Analysis of National Branding as a Marketing Strategy for Agricultural Products," Commissioned Papers 6131, Canadian Agricultural Trade Policy Research Network.
    6. Sihem Dekhili & Mohamed Achabou, 2015. "The Influence of the Country-of-Origin Ecological Image on Ecolabelled Product Evaluation: An Experimental Approach to the Case of the European Ecolabel," Journal of Business Ethics, Springer, vol. 131(1), pages 89-106, September.
    7. Ufer, Danielle & Countryman, Amanda M. & Muhammad, Andrew, 2020. "How important are product attributes for U.S. lamb imports?," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 23(3), August.

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