New Zealand supermarkets are home to a highly diverse range of meat products, spanning from the butchery aisle, frozen goods, pre-made meals, processed meats and meat-containing sauces. These products are essential staples to most household meals. However, the consumption of meat is an inherently harmful practice, as it funds and supports the growth of the meat industry. Farming meat requires extreme water usage and degradation, and contributes to the destruction of forests, grasslands and soil health, depleting our environment from essential renewable resources.
While stopping meat consumption is a widely recommended fix for this issue, red meat is Aotearoa’s second leading export, which would result in the culling of over 23,400 jobs throughout the country. Therefore, it’s important to promote moderation and mindful consumption of these products, as well as environmentally-conscious sourcing. I decided to redefine how we view meat in the FMCG industry, looking at how individuals can strive for progress, not perfection, to ensure farmers, the environment, and lifestyles are cared for.
A lifestyle-centred approach was essential to ensuring the product's sustainability applied to both impact and integration. I have personally had complicated journey with balancing environmental and ethical values alongside my engagement with meat consumption for health and social reasons. Throughout my life, I have always observed how food is at the centre of how we connect with one another - whether that be a standard family weeknight dinner, brunch out for a friend's birthday or even casual kitchen chats while making breakfast in the morning. I have also observed how central food is to connection with culture - with its centricity to cultural holidays, food has preserved my family's connection to our culture, providing an enhanced sense of identity. The thought of missing out on these integral points of social and cultural connection creates significant barriers towards adopting a meat-free lifestyle.
Founded by the fictional Wright Family Farms in ōtautahi, Fiftyfifty reimagines what sustainable meat can look like. Based in New Zealand’s pea-farming capital, the Wrights converted their crop-livestock farm to employ a more circular farming system that helps sustain the land for generations to come. To ensure real impact, Wright Family Farms partners with local Māori farmers and incorporates mātauranga Māori (Māori knowledge systems) into their farming practices. This collaboration helps protect and regenerate the whenua, guided by the principle of kaitiakitanga (guardianship of the land).
Fiftyfifty is founded on the idea to 'meat halfway', a methodology that ensures that meat reduction is an attainable and approachable lifestyle to adopt, which is the real key to making sustainable environmental progress. By 'meating' halfway, you can ensure that caring for the environment doesn't come at the cost of connection, and instead, helps toward making a bit of progress every day.
Fiftyfifty currently features two hero products; smoky chorizo-flavoured sausages and rosemary and garlic patties! The packaging of these items is presented, alongside promotional posters, and a product pitch box/book.
Description:
New Zealand supermarkets are home to a highly diverse range of meat products, spanning from the butchery aisle, frozen goods, pre-made meals, processed meats and meat-containing sauces. These products are essential staples to most household meals. However, the consumption of meat is an inherently harmful practice, as it funds and supports the growth of the meat industry. Farming meat requires extreme water usage and degradation, and contributes to the destruction of forests, grasslands and soil health, depleting our environment from essential renewable resources.
While stopping meat consumption is a widely recommended fix for this issue, red meat is Aotearoa’s second leading export, which would result in the culling of over 23,400 jobs throughout the country. Therefore, it’s important to promote moderation and mindful consumption of these products, as well as environmentally-conscious sourcing. I decided to redefine how we view meat in the FMCG industry, looking at how individuals can strive for progress, not perfection, to ensure farmers, the environment, and lifestyles are cared for.
A lifestyle-centred approach was essential to ensuring the product's sustainability applied to both impact and integration. I have personally had complicated journey with balancing environmental and ethical values alongside my engagement with meat consumption for health and social reasons. Throughout my life, I have always observed how food is at the centre of how we connect with one another - whether that be a standard family weeknight dinner, brunch out for a friend's birthday or even casual kitchen chats while making breakfast in the morning. I have also observed how central food is to connection with culture - with its centricity to cultural holidays, food has preserved my family's connection to our culture, providing an enhanced sense of identity. The thought of missing out on these integral points of social and cultural connection creates significant barriers towards adopting a meat-free lifestyle.
Founded by the fictional Wright Family Farms in ōtautahi, Fiftyfifty reimagines what sustainable meat can look like. Based in New Zealand’s pea-farming capital, the Wrights converted their crop-livestock farm to employ a more circular farming system that helps sustain the land for generations to come. To ensure real impact, Wright Family Farms partners with local Māori farmers and incorporates mātauranga Māori (Māori knowledge systems) into their farming practices. This collaboration helps protect and regenerate the whenua, guided by the principle of kaitiakitanga (guardianship of the land).
Fiftyfifty is founded on the idea to 'meat halfway', a methodology that ensures that meat reduction is an attainable and approachable lifestyle to adopt, which is the real key to making sustainable environmental progress. By 'meating' halfway, you can ensure that caring for the environment doesn't come at the cost of connection, and instead, helps toward making a bit of progress every day.
Fiftyfifty currently features two hero products; smoky chorizo-flavoured sausages and rosemary and garlic patties! The packaging of these items is presented, alongside promotional posters, and a product pitch box/book.