Skys the limit for new director

Farmers often perceive that we are light on marketing expertise, when it comes to selling our agricultural products.

Smaller companies need to target their resources carefully to compete against bigger opposition especially in the tough sector of meat processing. Niche markets with strong brand recognition allow these companies to survive.

With an agriculture background and successful experience developing the Tui Brand, Sarah Ottrey may be just the edge Blue Sky Meats  needs to survive in this very competitive market.

Farmers will watch her progress and the companies brand with interest.

Sarah Ottrey made her mark in the advertising world with a highly acclaimed – and often controversial – beer marketing campaign. Now the board of Blue Sky Meats wants to take advantage of her experience in developing the Tui 'yeah right' series, and her years of marketing with Unilever and DB Breweries, to take the Southland-based meat processing company forward.

With a background in fast moving consumable goods (FMCG) marketing, in particular beer for DB Breweries, she believes meat sits well with her skills, while the Blue Sky company structure offers flexibility and allows decisions to be made quickly to take advantage of opportunities. The marketing of beer and lamb meat has noticeable similarities, she says. Both are constantly faced with changing consumer tastes and trends, as well as varying consumption levels reports The Southland Times.

In the same way, demand for lamb cuts is and will continue to change – people with time pressures are "assembling" meals using pre-cut meat and jars of sauce, not cooking roast leg of lambs, so Blue Sky needs to ensure it will continue to produce the right cuts for the consumer, she says.

There is also a great story to tell about Southland lamb: how the region has the best conditions with great rainfall and a temperate climate for growing the perfect lamb, she believes.There is potential for Southland lamb to be sought after in the way Scottish salmon is, she says. Blue Sky has an opportunity to tell that story because it sources lamb in the south.

Mrs Ottrey also wants to see the margin at the revenue end rising because Blue Sky has developed solid relationships with trading customers that prefer its product.There is a long-term cost to marketing and it needs to work to create demand for the product, she says. "Blue Sky might be at the smaller end of the market but they can still do great things being smaller."While not suggesting Blue Sky's output is nothing, she believes there are significant opportunities to target niche markets and lift returns for farmers.