Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search


Farmers need to get rid of the ‘old blazers’

Media Release

For immediate use

Farmers need to get rid of the ‘old blazers’

3 December 2007

Primary producers are right to expect, and demand, more of their leaders, participants were told at last weeks 20/20 Primary Industries Summit in Christchurch.

As international brand strategist and summit presenter Brian Richards said, it is time “to sack the old blazers that run the club and understand what is happening along the value chain.’

Western Southland farmer Mark Crawford, who attended the summit, agreed with this.

“The summit confirmed what I learnt on the Fame course last year, that the consumer is King, or more often Queen, and we must match our products with changing consumer demands.

“There is a huge global change occurring in consumer attitude - they are getting older, wealthier and more concerned about their health and the environment.

“Food products need to be nutritious, easy to prepare, not leave a large carbon footprint on our planet and it must tell a good story,” Mr Crawford said.

It is the high-end consumer that must be targeted in order to maximise premiums and guarantee a sustainable return to NZ farmers, he said.

“In terms of offering hope – the summit undeniably confirmed the huge potential for many primary industries, but especially the sheep industry, where potential is barely being realised.

“From a meat cooperative prospective we need to wake up and smell the coffee. It is hard to express how deeply most of the primary sector is in denial.

“We need to focus on adding value rather than increasing volume and currently we are lacking the vision to add value to our products.

“We need to be setting a goal of a $100 lamb and set out a plan of how to get there.”

Already ANZCO and North Island meat company First Light have a strategy in place which sees both privately owned meat companies work to a ‘vertical’ value chain i.e.; consumer to producer.

While much of the content of the summit was not new to Mr Crawford, it did confirm what he has already identified.

“The problem is, that it is not being taken up by our meat industry leaders.

“The existing cooperative model is focused on processing where it should be using dynamic marketing people with talent and a ‘can-do’ attitude.”

Despite the current reality facing his industry, Mr Crawford was excited about the underlying message behind the summit.

“We have a strong future if we have the right leadership. The foundations for success are in place already but we cannot move forward without much needed change.”

Note: Food & Agribusiness Market Experience (FAME).


© Scoop Media

Business Headlines | Sci-Tech Headlines


Energy Resources Aotearoa: New Law On Decommissioning Could Be Costly Overkill
A new law on decommissioning oil and gas fields passed by Parliament today has good intentions but is overkill, according to Energy Resources Aotearoa. "We strongly support operators taking responsibility and paying the costs for decommissioning, which is what all good operators do," says chief executive John Carnegie... More>>

Commerce Commission: News Publishers’ Association Seeks Authorisation To Engage In Collective Bargaining

News Publishers’ Association of New Zealand Incorporated seeks authorisation and provisional authorisation to engage in collective bargaining with Facebook and Google. The Commerce Commission has received applications from News Publishers’ Association of New Zealand Incorporated (NPA) seeking authorisation and provisional authorisation on behalf of itself... More>>

Reserve Bank: MPC Continues To Reduce Monetary Stimulus
The Monetary Policy Committee agreed to raise the Official Cash Rate (OCR) to 0.75 per cent. The Committee agreed it remains appropriate to continue reducing monetary stimulus so as to maintain price stability and support maximum sustainable employment... More>>

PriceSpy: Producer Prices Increase
New Black Friday and Covid-19 Report* released by PriceSpy says people’s fear of stepping inside physical shops during big sales events like Black Friday has risen since last year; Kiwis are still planning to shop, but more than ever will do it online this year... More>>

NZ Skeptics Society: Announce Their 2021 Awards, And Dr Simon Thornley Wins The Bent Spoon

Every year the New Zealand Skeptics presents its awards to people and organisations who have impressed us or dismayed us, and this year it’s been hard to pick our winners because there have been so many choices!.. More>>

REINZ: Sales Volumes Leveling Out

Data released today by the Real Estate Institute of New Zealand (REINZ) shows there were 44 fewer lifestyle property sales (-2.6%) for the three months ended October 2021 than for the three months ended September 2021... More>>

BNZ: Auckland Retail Card Spending Bounces Back In Step Two
Bank of New Zealand (BNZ) card spending data released today shows one week of retail therapy at Alert Level 3 Step 2 has been enough to raise card spending in Auckland to levels greater than before the Delta lockdown... More>>