European Beef and Pork has launched a new initiative to help give New Zealand consumers transparency over the food safety and ethical standards of the imported products. With growing consumer awareness about the way our food is produced, a production concept that assures animal welfare and safe preparation is being championed by the EU meat industry.

The EU’s new farm-to-fork programme was created to assure the public that beef and pork has met high safety requirements and environmental and ethical manufacturing standards.

Imports of European pork into New Zealand resumed last year after an 11-year ban.