For almost three decades, Beef + Lamb New Zealand has been shaping the careers of chefs around the country by recognising those who create and serve outstanding beef and lamb dishes in their restaurants. This is a highly coveted role, not only for the prestige it brings to a chef’s career, but also for the opportunities it provides to connect with farmers and other industry leaders who share a passion for New Zealand’s premium grass-fed red meat.

The Ambassador Chef role focuses on validating the beef and lamb production story through restaurant menus and helping drive New Zealand’s food culture using grass-fed New Zealand beef and lamb.

Over the last few years, the role has evolved to incorporate our chefs’ voices as the trusted authority on how to get the best eating experience out of New Zealand beef and lamb at home.

Our Ambassador Chefs act as relatable guides, helping home cooks elevate their meals with New Zealand grass-fed beef and lamb through engaging, authentic content.

2026 Activities:

Ambassador Chef Onboarding & Content Creation Days:

In April 2026, the two selected chefs will come together for an inspiring two-day experience:

• Day 1: A hands-on, on-farm experience in the Waikato.

• Day 2: A content creation day in the Beef + Lamb New Zealand studio, featuring interviews, photography, cooking, and tasting sessions.

This all-expenses-paid trip to Auckland is a fun and collaborative opportunity to meet the Beef + Lamb N ew Zealand team, connect with your fellow Ambassador Chef, and set the tone for your year ahead. The content captured during these days will be used for the Ambassador announcement and the first wave of consumer-facing content.

Dinner Collaborations

The two Ambassador Chefs will have the opportunity to collaborate with one another through the Beef + Lamb Ambassador Series, hosting events in each other’s restaurants. These dinners celebrate the chefs shared expertise and showcases to their peers and local communities why they’ve been selected as a Beef + Lamb Ambassador Chef.

Opportunities to Cook for the Red Meat Industry

Throughout the year, Beef + Lamb New Zealand is often invited to sponsor chefs for industry events such as the Red Meat Sector Conference and the Beef + Lamb Farm Awards. When these opportunities arise, Ambassador Chefs may be invited to represent Beef + Lamb New Zealand by creating and serving beef or lamb menus at these high-profile occasions.

Content Creation

Chefs will be asked to appear in video content promoting the use of beef and lamb in everyday cooking. This will include a mix of videos produced by Beef + Lamb New Zealand, as well as occasional selfie-style videos. From time to time, we may also ask chefs to film their own videos at home.

Content will be created around three key pillars:

1. Paddock to Plate – Sharing the story of New Zealand grass-fed beef and lamb from farm to fork, highlighting quality, provenance, and sustainability.

2. Chef Hacks – Bite-sized tips showing how Ambassador Chefs cook at home or adapt restaurant techniques for everyday kitchens (e.g. the What the Cut series).

3. Seasonal & Special Occasion Inspiration – Celebrating seasonal produce (spring lamb, winter beef) and cultural occasions, weekends, and holidays with creative recipes and ideas.

 Media Contributions

From time to time, media outlets approach Beef + Lamb New Zealand for chef insights on trends, seasonal dishes, or cooking inspiration. Where possible, we’ll pass these opportunities to our Ambassador Chefs, positioning you as industry thought leaders and trusted voices in the New Zealand food landscape.

Restaurant Promotion

As part of the Ambassador Chef programme, Beef + Lamb New Zealand will also actively help promote your restaurant and menu throughout the year to our own consumer audience. Through our digital channels and promotional campaigns, we’ll highlight your dishes, dining experiences, and culinary creativity, encouraging New Zealanders to experience your restaurant firsthand and celebrate the very best of grass-fed New Zealand beef and lamb.