Dear Industry Member
The New Zealand Commerce Commission (NZCC) has developed guidance for New Zealand’s free-range egg and poultry meat producers as the industry prepares for the potential arrival of the Avian Influenza type, H5N1.
The attached guidance details the actions the government may advise or order (under the Biosecurity Act 1993), depending on the extent of the outbreak.
Essentially, the three options are:
- Government Housing Order (what producers must do)
- Government advises producers to house birds indoors (what producers should do)
- Producers voluntarily house their birds to protect their birds and business welfare (what producers could do)
The guidance contains additional recommendations of preparations producers can start making now.
Should Avian Influenza arrive in New Zealand, being ready as a business to help consumers understand why your egg or poultry meat products cannot be described as ‘free range’ for a period, is vital. It is the responsibility of both the individual producer and Industry.
Further details of suggested labelling and packaging templates, as well as Industry’s plans to brief retailers and inform the market, will be released in coming weeks.
Discuss that document with your marketing team.
Please direct any questions on this guidance document back to me.
Kind regards
Michael Brooks