Beef + Lamb chief executive Scott Champion is in Mexico trying to convince sheep and beef farmers there that New Zealand won't put them out of business.
Dr Champion said he's meeting sheep and beef industry representatives to assure them that while the Trans Pacific Partnership will create opportunities for New Zealand beef in the Mexican market - they too can benefit from increased market access.
He said he's trying to to dispel Mexican fears that New Zealand will flood their market with beef.
Dr Champion is telling Mexican farmers that New Zealand's beef production has reamined steady for a decade and that the TPP won't change that.