An expert wants the world to see how pure New Zealand meat is. 

A new ethical campaign, 'Taste Pure Nature', is targeting a conscious foodie, specifically in California, who wants meat without the hormones. 

Beef & Lamb market development manager Nick Beeby told Mike Hosking says people are looking for the opposite of factory farming.

"They care about the food production systems, so their green open fields, but also food that is being produced with as little intervention as possible, and that's what New Zealand's red meat sector does extremely well." 

The campaign has been in the works for the last two years. It will feature in a multi-media campaign across the American state. 

Beeby says they have spoken to a number of consumers in California and have found there is a big market for this type of campaign. 

"We've identified a group of consumers who care about origin, care about how their food's being produced, care about what's gone into it."