Richmond leads green marketing drive

The company is leading an industry initiative - called Green Tick - which focuses on sustainable farm management policies with triple-bottom-line reporting and robust environmental standards.

Richmond director and project leader, Rod Pearce, says the aim is to develop a New Zealand industry standard for sustainable production that will have international recognition.

"For Richmond, this means building on its base Farm Assurance Programme to give international customers an even greater commitment that its products are economically, environmentally and socially sustainable."

The initiative has gained a major grant from the Sustainable Farming Fund, as well as support from the New Zealand Business Council for Sustainable Development and other New Zealand meat companies.

"Worldwide our customers are telling us they want absolute assurances about what they are buying. As they become even more sophisticated about products they are eating their expectations will continue to rise," says Mr Pearce.

"Sustainability fosters a strong farming community because we are all working to protect our economy and environment - this is about looking after our industry for the long haul, and our land for future generations".

Under Green Tick, animals will be selected and farmed for natural resilience to animal health challenges, farming practices will be based on enhanced environmental standards, and there will be an advanced quality assurance system to ensure high level product integrity including food safety and welfare.

The programme also aims to improve farm production.

One of Richmond's suppliers, King Country farmer Jackie Carter, says sustainability is about building realistic standards that enable farmers to move forward while also protecting and enhancing their land and growing production.

"Sustainable farming is in our best interests, but the standards set need to be such that they are recognised and relevant in the market place if we are to gain real benefit."

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