Silver Fern Farms and The New Zealand Merino Company have launched the luxury meat brand Silere Alpine Origin Merino, which they intend selling to discerning consumers around the world.

As an entree to world markets, Alpine Origin Merino was partnering with some of New Zealand's top restaurants to feature Silere Alpine Origin Merino on their menus in coming weeks, testing the meat on World Cup visitors.

John Brakenridge, The NZ Merino Company chief executive, said high country farmers had always known about the superior qualities of Merino meat.

The free ranging sheep grazed varied terrain and he said the characteristics of their diet were reflected in a distinct flavour and silky texture that was lean and healthy.

"Merino has the potential to be a culinary sensation in select global markets, just as we have seen with the rising popularity of Wagyu beef in recent years. Until now Merino has not been differentiated in any way."

Mr Brakenridge said the chefs they had spoken with unanimously agreed that Merino meat was a superb product.

He was confident international visitors dining at their "partner restaurants" over the coming weeks would agree "and we'll be seeking their feedback”.

Development of the concept was assisted by funding from the Government's Primary Growth Partnership with SFF, The NZ Merino Company and Landcorp, and a belief that branding Merino meat would unlock significant value in the breed (other than for fibre) particularly for farmers.

The partners aspire to at least double the value of the Merino industry in five years.

Earlier reports on the concept of a partnership said growers would be offered three-year supply contracts with gradual price increases.

SFF hopes to process more than half a million Merino in the first year. Farmer commitment was voluntary but those who chose to supply needed to contribute 4 per cent of their meat returns towards marketing and innovation.