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The future of food production from a female perspective

Nine influential Kiwi women from across the primary industries sector are gathering in Manawatu next week to discuss where-to-next for our food producing nation. They’re coming together as part of the ASB Perspective 2025 round-table discussion, which is a headline event at this year’s New Zealand AgriFood Week in Palmerston North.

It’s the fourth year ASB has been the main sponsor of New Zealand AgriFood Week, which is delivered by the Central Economic Development Agency, and its unique perspective panel is considered a must attend event at the Globe Theatre in Palmerston North.

Chairing the discussion, which will also be livestreamed from 7am - 9am on Wednesday 13th March at be rural broadcaster, Sarah Perriam.

“ASB Perspective 2025 is such a special and unique event to be a part of because it’s a longer form interactive discussion, between some of the brightest female minds across the food production sector, who you don’t normally interact with regularly,” says Perriam.

An audio stream of the event will also be available on the Rural Exchange channel on the ROVA app from 7am on Thursday 14th March.

Jane Brice, who heads the operations of the ASB Rural team, says exploring how this country can remain at the forefront is exciting, and ASB is proud to be providing a platform for female leaders from across the industry to come together to share their insights.

“We’re fortunate that as part of the ASB Rural team we’re out there every day witnessing first-hand our customers’ determination to innovate and challenge themselves to do things better. But the question is how do we continue to progress and lead from the front as a food producing nation?” says Brice, ASB head of rural business management.

For Founder and Director of Kiwi Quinoa, and panellist Jacqui Cottrell, moving beyond chemical-based agriculture is just one of the opportunities New Zealand needs to grasp.

“There is already the perception that we produce safe, clean food. I think we have the potential to take that and run with it. Potentially move further into the regenerative space. After all, customers are becoming increasingly interested in what their food doesn’t have, rather than what it does,” says Cottrell.

Those attending the event will hear from chair Sarah Perriam along with speakers:

Juliet Gerrard, Prime Minister’s Chief Science Advisor

Professor Joanne Hort, Fonterra-Riddet Chair in Consumer and Sensory Science at Massey University

Mavis Mullins, Poutama Trust

Nicky Molloy, Business Innovation Advisor – Agritech, Callaghan Innovation

Abby Thompson, CEO FoodHQ

Mel Croad, Senior Sheep and Beef Analyst, AgriHQ

Jacqui Cottrell, Founder and Director Kiwi Quinoa

Jocelyn Eason, General Manager Science, Food Innovation at Plant and Food Research

ASB general manager of rural banking Richard Hegan says the panel consists of some of the sector’s most influential women who are already challenging the status-quo because they know it’s not just how we produce our food that matters, but the way it is marketed and sold across the world that will deliver real value.

“The sustainable production of high quality food that balances the needs and expectations of consumers, our communities and stakeholders is at a critical stage, and there are tremendous opportunities for New Zealand agrifood to deliver on its potential by providing real value.

“We’re in no doubt, given their already proven track records the leaders on the ASB Perspective 2025 panel will generate meaningful conversation and in turn help shape the future of food production in this country to deliver even greater value for NZ Inc.”

Tickets to the event, which includes breakfast cost $25, and can be purchased at

To read more from ASB’s Rural Banking team check out their blog or go to

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