James Belich suggests better defining the brand for A-NZ lamb (and skiing, etc.) but lamb is not souvenir. People buy it, if they do, for the taste ,etc., not where it comes from, unless they are going to get attention from their dinner guests for having something so exotic on the table, which is unlikely.To get people to pay attention to a lambchop, the chop has to be different from others, expressing something special from whoever created it, such as the farmer. So only if farmers were to develop very different kinds of lamb, and if lamb connoisseurship became the norm in some other part of the world, would A-NZ lamb obtain much higher value. (An alternative would be if the A-NZ “lamb story” were very attention getting, which is also unlikely.)
To give A-NZ farming high value today, it has to developed in many new directions, while yet continuing to provide something eaters or other users are very willing to pay attention to.
That’s a tough challenge, though I’m sure you’re up to it.