New Zealand on trend with food-for-health
Wednesday April 13th 10am
Global megatrends expert says New Zealand on trend with food-for-health
Embargoed until Wednesday April 13th 10am
New Zealand should apply its tourism’s “100% Pure” campaign to the agricultural industry, utilise its “clean-green” image, extend it to “clean-green-healthy” and back it with science to add a premium to its exports, according to Dr Stefan Hajkowicz, an international expert in strategy and foresight.
Dr Hajkowicz, author of the recently published book “Global Megatrends – Seven Patterns of Change Shaping our Future” is in New Zealand to address the 2016 High-Value Nutrition Science Symposium -Foods of the Future, Transforming New Zealand into a Silicon Valley of Foods for Health-.
Dr Hajkowicz says transforming New Zealand into a country that specialises in nutritional food is right “on trend”.
“This makes a lot of sense and the market opportunities are enormous,” he says. This could be very significant for the New Zealand economy.”
“There is a real opportunity for New Zealand’s agriculture to almost just take the 100% Pure New Zealand campaign from tourism, put that trademark on its food, and back it up with science to add value to its exports.”
NEW ZEALAND NEEDS TO LEVERAGE
THE DIGITAL REVOLUTION TO BOOST ITS FOOD
The two global megatrends that play into New Zealand’s favour to grow exports are the creation of wealth in Asia, and the digital revolution, he says.
“The income growth in Asia is related to diet diversification and choosier customers.
“They want to know where their food comes from, is it safe, what are its health benefits. Over the next years there will be real demand for scientific knowledge on what the relationship is between what we eat and our physical and mental health.”
Dr Hajkowicz says New Zealand should also leverage the digital revolution when marketing its food overseas.
“The internet and social media will allow the New Zealand farmer to develop a relationship with the supermarket shopper in Shanghai. The information technology will close the geographical gap between the two. For example the Shanghai shopper will be able to find out what farm the milk came from within New Zealand – how it was produced – and this will give quality assurances to consumers. But there does need to be robust science to back up any claims – otherwise trust and reputation can disappear in a nanosecond.”
High-Value Nutrition is one of eleven National Science Challenges. The challenge has an $84million budgeted investment over the next ten years. Its mission is to establish New Zealand as an international leader in food–for-health and help grow exports by $1billion p.a. by 2025.
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