Innovation breeds success: Matangi Station’s innovation journey from farm to fork

When Robert Haselsteiner purchased Matangi Station in 2014, he could not have imagined that the farm would become the innovative and award-winning business it is today. After joining forces with Jamie and Nicky Gaddum – farm manager at Matangi Station and business manager at Matangi Prime Meat respectively – the vision for a quality-focused boutique meat producer came to life. 

After releasing its first 28 Matangi-born-and-raised animals to market in 2019, Matangi is now a highly regarded boutique producer of beef and lamb bred for premium eating. The 2024 addition of the Matangi Boutique Butchery and Showroom takes the Matangi story even further, introducing an in-store shopping experience as well as a nationwide online distribution offering.

Watch below to learn more about the Matangi story and see how the team has harnessed innovation to build a thriving business.  
 

 

Premium meat bred with purpose 

Robert, Jamie, and Nicky are committed to doing the best for the land, animals, and customers. As a result, Matangi has established itself as a premium provider of beef and lamb. 
 

“Talking to Jamie about the opportunities and possibilities in New Zealand sheep and beef farming, it became clear to me that there might be a great opportunity in a niche strategy and focusing on the high-end and the high-quality end of the beef sector – and that is what we’ve put in place,” says Robert Haselsteiner, Matangi owner. 

Jamie echoes this sentiment, saying the goal at Matangi is to produce the best grass-fed 100% Angus beef in New Zealand for New Zealanders – not for export. This requires high levels of care and patience; Matangi’s grass-fed cattle are grown on Matangi’s farms for 24-32 months – much longer than industry standard – and the patience continues with a three-week in-house processing period to ensure the best possible flavour. 

Ultimately, it’s all about quality for Matangi. With full control over everything from animal breeding through to butchering, the Matangi team uphold high principles that help to guide their success. 

 

Innovation in action at Matangi  

As the winner of multiple Outstanding NZ Food Producer Awards 2024, Matangi has become highly regarded for its boutique beef herd and premium eating quality. Achieving this has been no mean feat; the Matangi process is painstaking, with special care taken at every step of production.  

Innovation continues to be a key component of the Matangi difference and is evident in multiple touchpoints around the farm and butchery: 

• Breeding a quality herd: After extensive research on beef breeds, the Matangi team has dedicated itself to an ongoing focus on its cow herd, including looking at intramuscular fats and tenderness, to ensure optimum eating quality. 
• Farming with drones: Farm manager Jamie is an advocate of using drones as part of the mustering process, saying it helps to keep cows’ and calves’ stress levels down. 
• Using virtual fencing: Matangi makes the most of virtual fencing, managed through a phone app, to move cattle around the paddocks. This practice assists with pasture management and weaning weights. 
• Emphasising Eating Quality: Matangi produces premium tasting beef by raising 100% grass-fed Angus cattle on its two properties for 24 to 32 months. The cattle are bred and raised on-site, with breeding practices specifically chosen to ensure optimal eating quality. 
• Calving twice a year: To produce cattle for 10 months of the year, Matangi splits its cow herd and calves twice a year to ensure cattle don’t get too big. 
• 21-day aging on site: The introduction of the Matangi Boutique Butchery and Showroom has added a new dimension to the Matangi business. Butchers age beef on the bone for three weeks to enhance flavour and tenderness before the team prepares bespoke cuts of meat according to client requirements. 

 

Seeking support from the wider team  

With both the farm and the boutique butchery, Matangi is a thriving and complex business that relies on the hard work and support of a team of people. As well as farm workers, butchers and restaurant partners nationwide, Matangi’s core team is supported by professional advisers, including BDO Hawke’s Bay Advisory and Audit Partner Glenn Fan-Robertson and the wider BDO Hawke’s Bay business.  
 

“It was really important to have a team around us that was supportive and understood what our goals were and how we were going to achieve them,” says Jamie.  

Along with establishing the business and its financials, Robert also has German taxpayer status to contend with, and says it was crucial to find a trusted adviser as early in the process as possible.  
 

“The first thing I looked for when I came to Hawke’s Bay and started farming was a partner I can work with on the accounting front. BDO has been awesome in that respect,” says Robert. 

 

Key takeaways to help your business  Seek out innovation: Matangi is a prime example of how clever innovations can propel a business forward. New technologies can unlock efficiencies while new products and services can improve the customer experience and boost profits.   Focus on what’s important to you: Matangi has carved out a successful business by focusing on its core goal: providing New Zealanders with high-quality meat, produced with patience and precision. Consider what makes your business unique and how you can carry this through your operations.   Look to the future: Robert, Jamie and Nicky all have aspirations for the future of their business, their land, and their communities. In business, it’s important to focus not just on the here and now, but what your goals are for the future.   Lean on your team: Seek support not just from your immediate colleagues, but also from your wider business networks and trusted advisers.

Whether you’re considering innovation in your business, seeking fresh thinking on how to achieve your vision, or need help with managing your finances to drive business success, BDO’s specialist agribusiness team can help. Learn more here about the ways our Agribusiness team can help you reach your goals, or get in touch with us here.