Sheep and beef farmer segmentation

To ensure that the projects reflected the current issues faced by farmers and farm advisors, RMPP commissioned an extensive research programme in 2014 involving more than 1,000 farmers and industry professionals from across the country. The research focused on three areas:

  1. Understanding characteristics of high performing farmers 
  2. Understanding the motivations and barriers to change (on farm)
  3. Understanding best approaches to drive extension (knowledge and technology uptake)

This research showed that there was no 'one size fits all' solution for improving on-farm productivity and profitability. However, it also showed that there was the potential for incremental gains through tweaking farm systems.

This research offered an objective platform for RMPP's projects and ensured that they were farmer-driven.

Top-performing farmers research

In 2014, RMPP set out to understand what makes some farming businesses consistently perform well on a year-on-year basis. This study was part of a larger research program to help develop initial strategies for improving performance in the New Zealand sheep and beef industry. 

Extension design research

The Extension Design project tested a range of extension approaches on-farm.  The aim was to determine the most effective way to support practice change on-farm. Armed with this knowledge, an extension system was developed to support farmers to confidently refine their farm systems on an ongoing basis to increase performance and profit.

Supply and procurement

When the Red Meat Profit Partnership (RMPP) was established two linked projects were included to research red meat sector livestock procurement and transport activities because of the widely-held view that some current practices could be made more efficient.  

Sustainability materiality assessment

The sustainability materiality assessment commissioned by RMPP investigates the issues most important to red meat sector stakeholders in New Zealand.  RMPP used this assessment to guide the development of the sustainability bolt-on assurance standard to the widely adopted New Zealand Farm Assurance Programme (NZFAP).


RMPP research has been used in a range of conferences, symposia and fieldays. These include:

  • Informing extension project design: the right tool for the job (NZ Grasslands Association, 2016)
  • Drivers of top performing farmers (NZ Grasslands Association, 2016)

External research

Whilst it conducted its own research, RMPP also drew on external reports to help shape its projects. Some of these are listed below:

Red Meat Sector Strategy (Beef + Lamb New Zealand, Meat Industry Association of NZ, 2011)
People Powered Report (Ministry for Primary Industries, 2014)
Identification and Classification of Farm Tools and Apps (Centre of Excellence in Farm Business Management, 2012)