Over half of California citizens tuning in to Beef + Lamb’s Taste Pure Nature promotional video are watching it to the end, which is double the industry average according to Michael Wan, Red Meat Project Global Manager. B+LNZ is targeting an estimated market of up to 16m Californians it identifies as conscious foodies. In ongoing consumer surveys, 77 percent of them recognise it as a NZ campaign and take in the key messages of grass-fed, extensive pasture-raised sheep and cattle. B+LNZ’s brand partners include the NZ Lamb Co and its shareholders, Alliance, Silver Fern Farms, Anzco as well as smaller, niche exporters.