Rod Slater has been Chief Executive Officer at Beef + Lamb New Zealand for 20 years now, joining the association in 1994.
Recently, Rod has fronted the Quality Mark campaign playing the role of the butcher. However, fronting these ads comes quite naturally to Rod who is a butcher by trade. Rod started the Mad Butcher chain with Peter Leitch in the early 1980s, opening their first satellite store in Takapuna (outside Mangere).
The Quality Mark campaign revolves around the message of 'Tough Standards. Tender Results.' and Rod was very much a part of introducing Quality Mark standards into the industry back in 1997.
Rod's all-time favourite recipe is anything using oxtail...
"I have fond memories of my mother cooking us oxtail on a cold winter's night. These days I still enjoy it just as much."