German consumers are placing greater emphasis on food health, sustainability, animal welfare and country of origin, according to Daniel Jamroz, managing director of food agency Honeymilk Media. The shift is being presented as an opportunity for New Zealand exporters of beef and lamb, provided they can substantiate the claims made about their production systems.
New Zealand’s red meat exports to Germany were worth $242 million in 2025, compared with $224m in 2023. Jamroz said the rise in prices had led some consumers to reduce the amount of meat they bought, but annual volumes had not fallen. He said the market was instead becoming more suited to products positioned around quality, provenance and production standards rather than low prices.
“For NZ producers, I see a real opportunity in combining premium quality and authentic storytelling, transparency and exceptional taste.”
Evidence required on production systems
Jamroz, whose agency works with Silver Fern Farms and T&G Global and has helped other New Zealand businesses enter the German market, said importers would need reliable information about how food was produced. Climate impact and farming practices were identified as areas where exporters would need to provide credible data, rather than relying solely on broad marketing claims.
For red meat, he said the emissions associated with farming were generally more important to the German market than the distance travelled by sea in isolation. That places attention on the production system behind beef and lamb, as well as on the product’s final quality and provenance.
- German consumers are reported to be more focused on health, sustainability, welfare and origin.
- New Zealand’s red meat exports to Germany increased in value from $224m in 2023 to $242m in 2025.
- Importers are seeking transparent information on production methods and climate impact.
Value rather than price
Jamroz said exporters should focus on creating additional value instead of competing directly on price. Products that were simple to prepare, high in protein and supported by credible farming standards were described as matching several of the priorities now being seen among German consumers.
He also pointed to opportunities for chefs and restaurants to introduce less familiar cuts, preparation methods and recipes. A Michelin-starred chef in Cologne has begun serving venison during the summer, outside the season when it is traditionally most commonly eaten. Jamroz said this type of endorsement could help support consumption across a longer period of the year.
| Measure | Value | Comparison |
|---|---|---|
| New Zealand red meat exports to Germany | $242 million | 2025 |
| New Zealand red meat exports to Germany | $224m | 2023 |
The comments underline the competitive conditions facing suppliers seeking access to Germany, where demand is being shaped not only by price but also by information about origin, environmental performance and how meat fits into consumers’ lifestyles. For New Zealand beef and lamb businesses, the stated opportunity is tied to demonstrating those attributes consistently to importers and buyers.
