Beef and Lamb is supporting a farmers lead initiative whose focus is around branding and leveraging funding from the environmental work done in the Whangawehi catchment. A first meeting was held on Okepuha station. Beef and Lamb funds a coordinator whose role will be to assist farmers in developing a vision and a set of goals. He will also bring in experts to inspire and guide. Peter Andrew from AgFirst in Gisborne will be facilitating these meetings with support from Nic Caviale WCMG project coordinator and Beef and Lamb New Zealand.