Beef and Lamb New Zealand has also highlighted the sector’s resilience in the aftermath of Covid-19 as global demand for protein remains strong. An increase in meat consumption in emerging markets and growing demand from China are bolstering the sector according to Beef and Lamb chief economist Andrew Burtt. Total beef, veal and sheep meat export revenue for the year ending September was forecast at $7.43 billion, down 13 per cent from last year with the decline largely driven by the unpredictable global trade environment, and the strength of the New Zealand dollar, Beef and Lamb chief executive Sam McIvor says there has been an incredible amount of work done behind the scenes to reposition products into different markets and channels and it is taking advantage of New Zealand’s reputation as a producer of high-quality natural red meat and a strong food safety framework.