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When Virgin Australia launches a search for New Zealand’s finest meat supplier and backs it with a video appeal to farmers across the Tasman, it’s a fair bet that there’s more going on than meets the eye.

With some fanfare, Virgin yesterday announced its unshakable commitment to serving New Zealand local produce on flights from New Zealand to Australia – even releasing a video urging New Zealand meat suppliers to submit expressions of interest in providing their produce on board.

It didn’t take long for observers to interpret Virgin’s sudden passion for red meat as a dig at Air New Zealand, which is serving up an “Impossible burger”, a wholly plant-based vegetarian meal that tastes like meat, as part of its Business Premier menu on flights from Los Angeles to Auckland until late October. See: Heaps of heme in Air NZ’s Impossible meatless burgers

Air New Zealand and Virgin will end their trans-Tasman alliance in October this year following seven years of partnership. The sparring is beginning already and it seems to be focussing on meat – or no-meat, whichever takes your fancy.

Here’s Virgin’s appeal for Kiwi red meat.

The video appeal finishes up: “Got beef? Come and talk to Virgin Australia… What is it you Kiwis like to say? Chur!”

Chur, for those who don’t know, is Kiwi slang for thanks or cheers. Cheers became cheer then chur. That’s the story.

Virgin Australia says the successful meat supplier will work alongside its local caterer, LSG Sky Chefs New Zealand, “to develop a bespoke dish, designed to showcase the quality of local New Zealand produce”.

“Depending on the successful supplier, the dish could be available on flights from New Zealand to Australia as soon as October.”

Virgin Australia general manager of customer experience and product, Tash Tobias says the initiative demonstrates the airline’s commitment to New Zealanders and their primary industries.

“New Zealand is a key market for Virgin Australia, and supporting the local meat industry is just one way in which we are reinforcing our commitment to the country, our guests and local suppliers.

“New Zealand continues to produce arguably some of the highest quality meat in the world, just like our Aussie farmers. We can’t wait to meet the country’s best meat suppliers, and work with the winner on developing a tasty dish for guests travelling from New Zealand to Australia.”

Local artisan producers already make up a large portion of Virgin Australia’s current menu, with wines from Marlborough and Waipara Hills; ice cream from a small Australian town in Gundowring, Victoria, and hand-stuffed olives from Sydney.

The successful meat supplier will be required to meet particular criteria including demonstrating sustainable practices which comply with Virgin Australia’s procurement policy.

Interested suppliers simply need to tell Air New Zealand their story in 200 words or less about why their meat should make the cut and email gotbeef@virginaustralia.com by 5pm NZST on 7 August 2018.

Virgin says its campaign follows Virgin Australia’s commitment to increase trans-Tasman services between Australia and New Zealand, including new flights between Newcastle and Auckland; Melbourne and Queenstown; and Sydney and Wellington; as well as increased services between Auckland and major Australian destinations.

Chur.

Now, here’s the Air New Zealand “Impossible Burger” ad. It really is hilarious!

 

Air NZ’s “impossible burger” is served up in collaboration with Silicon Valley food tech start-up Impossible Foods.

But it’s the Virgin “got beef” promotion that’s grabbing publicity over the Tasman. The New Zealand First Party (led by Winston Peters, currently NZ’s acting Prime Minister) came out yesterday to “applaud our Trans-Tasman neighbours for getting in behind our premium New Zealand red meat with Virgin Australia launching their ‘Got beef’ advertising campaign.”

New Zealand First primary industry spokesperson and sheep and beef farmer, Mark Patterson, said: “Good on the Aussies for recognising our world class beef and lamb, and I am delighted that our produce is being promoted by our closest neighbours. It’s great to see an airline backing our Kiwi beef farmers.”

That’s got to be a win for Virgin Australia!

 

Written by Peter Needham