New Zealand farmers are missing out on being paid a premium for their stock because we’re failing to market our meat as being packed full of health benefits.

This is the belief of Dr Cliff Lister, a leading British ruminant nutritionist, who recently visited New Zealand and says we are failing to tell consumers that our meat is exceptionally high in omega-3 fatty acids. 

Dr Cliff Lister says omega-3 fatty acids are proven to both fight disease and boost immunity.

"Basically there’s a reduction in the instance of heart attacks, strokes. Basically the omega 3 reduces the risk of clogging of the arteries with the wrong types of fats, basically it improves your healthy potential."

Dr Lister says animals finished on grass, be they cattle or sheep, have been shown in studies to have much higher levels of omega 3s and vitamins than other stock.

"And they show that not only the fat-profile that the omega-3 content of grass-finished beef and lamb and its vitamin E content, is superbly enhanced compared to any other feeding system." 

But Dr Lister says New Zealand is failing to make the most of its opportunities when it comes to marketing its meats’ qualities to consumers.    

"Certainly, New Zealand has got an image of green pastures and healthy livestock. No doubt about that all, but sadly I think the meat that you are producing in my opinion is sold as a commodity which is undervaluing the product."