Rod Slater to step down as CEO of Beef + Lamb New Zealand Inc

Rod Slater will step down from his role as CEO of Beef + Lamb New Zealand Inc – the domestic marketing body for the beef and sheep industry – in the second half of the year. The board of directors are now formalising the recruitment process for his successor.

Rod has filled the role for more than quarter of a century and his retirement will mark the end of an era. Rod has overseen some of New Zealand’s most iconic campaigns and programmes, with Kiwis of all ages recalling the Iron Maidens campaign with Sarah Ulmer and the Evers-Swindell sisters, turning them into a marketers’ dream. The Steak Of Origin and Glammies competitions, dreamt up by Slater, were another example of his trademark ability to generate excitement around the product whilst celebrating our farmers.

Mr. Slater said of his tenure: “This organisation is unique in its funding and representation of the full supply chain. It relies on the support of its stakeholders and it is testament to the numerous staff members, past and present, that have continued to deliver and make an impact on how New Zealanders feel about red meat. 

“Being entrusted with the duty of representing our farmers, processors and retailers has been a great honour, however, I feel the time is right. I can assure whoever my successor is, they’re in for a hell of a ride.”

Fred Hellaby, chairman of the board of Beef + Lamb New Zealand Inc acknowledged and praised Mr. Slater for his remarkable contribution and tenure which began in 1994 when he took over at a time of crisis for the organisation.

“I have been privileged to work alongside Rod for many years. What has always struck me is his instinct to communicate with Kiwis. His ability to read their needs, their purchasing habits and work them into incredibly successful campaigns is peerless, making Beef + Lamb New Zealand a household brand in the process. I hope he will continue to provide myself and the board with advice and counsel on industry matters as he steps back to enjoy some much-deserved time with his family.”

Further announcements and details on a replacement will come in due course.