The morphing of MAF's natural advantage

Steps being taken by the Ministry of Agriculture and Forestry (MAF) to commission research into the degree of trust New Zealanders place in MAF could set a helpful benchmark for other government agencies, according to watchdog group Pugnacious.

MAF has commissioned the research at an interesting stage in its history, given that the State Services Commission is delivering its verdict on the implications of separating the New Zealand Food Safety Authority (NZFSA) from MAF this month and given that MAF is being subsumed more and more under the identity of Biosecurity New Zealand.

The research brief was advertised at the Government Electronic Tenders Service (GETS) website, promoted by MAF, and will involve telephone surveys and interviews.

Pugnacious expects the most important group should be those people who say they don't trust MAF and have had recent contact or dealings with MAF. An analysis of those who don't trust MAF is expected to be made available by age, occupation, location, gender and ethnicity.

MAF will apparently look to the research to confirm key influences that may or may not link performance and trust as well as identifying what it can do to maintain or enhance New Zealanders' trust. If the famous three-letter acronym is under a Mafeking-like siege this research may also determine how much the organisation continues to be morphed towards a new identity.

Pugnacious also notes that the ferry-travelling public will be getting a close-up chance to experience MAF when a tender for two people to patrol all Picton to Wellington sailings to ward off the spread of Didymo is awarded.

Why existing MAF staff could not do fill the one year assignment (starting 1 July 2007) is a mystery, but it might be due to the requirement for using people who are "trained and skilled in social marketing / public relations".

ENDS

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