This paper makes recognition of the fact that planned changes have occurred and must continue to occur in order for both the meat industry and Advisory Services Division, MAF to remain competitive. The adoption by the Division of a market-driven, whole-industry approach is explained. This approach enables resources to be directed towards any component of the consumer-producer pathway. An industry capable of reflecting to the suppliers of its raw product the demands of the market, together with industry-wide adoption of the quality management approach, is discussed. The future is full of opportunities, New Zealand's unique natural and pure image being a prominent one.
