Scoop has an Ethical Paywall
License needed for work use Register

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


Big rewards from NZ-made branding

Press Release: 22 September 2016

Big rewards from NZ-made branding

A “lean” approach to efficiency in manufacturing is enabling pharmaceuticals company API Consumer Brands to stay in New Zealand and reap big rewards from New Zealand-made product branding, says General Manager and Director Mitch Cuevas.

He speaks in an FGC Leaders Series video interview on trends and sustainable innovation.

“It is very difficult to maintain manufacturing in New Zealand because of the cost, but what we’re doing is a lot of lean manufacturing … so we continually keep our costs under control so we can keep that manufacturing onshore. It’s very important for us that we keep New Zealand-made as part of our product range.”

He gives an example of a product that was rebranded using iconic names and places, so not only did domestic consumers know they were getting a New Zealand product, but Asian consumers knew they were getting “a piece of New Zealand at an affordable price”.

“We had phenomenal success with the appeal of real New Zealand products that are both affordable but also tell a real New Zealand story as part of the brand.”

Mr Cuevas also talks about the need for safer products and staying up with consumer trends towards plant-based ingredients. A lot of emphasis is put into research to ensure potentially harmful ingredients are removed from products years before they are required to be removed. Replacing petroleum-based ingredients with those that are plant-based, and removing, where possible, palm oil to take into account environmental concerns are also top of API’s product development.

Advertisement - scroll to continue reading

Are you getting our free newsletter?

Subscribe to Scoop’s 'The Catch Up' our free weekly newsletter sent to your inbox every Monday with stories from across our network.

FGC Chief Executive Katherine Rich says API is to be applauded for striving to stay in New Zealand, with all the advantages that brings.

“This is a win for API and a win for New Zealand – it keeps jobs here, boosts export income by using Brand New Zealand as a major selling point, and builds further on our reputation for making high-quality, safe, and sustainable products.”

View the interview with Mitch Cuevas here

© Scoop Media

Advertisement - scroll to continue reading
Business Headlines | Sci-Tech Headlines

FMA: MAS To Pay $2.1M Penalty For Making False Representations

Following proceedings brought by the FMA, MAS has been ordered to pay a $2.1M penalty for making false and/or misleading representations to some customers. MAS admitted failing to correctly apply multi-policy discounts and no claims bonus discounts to some customers, failing to correctly apply inflation adjustments on some customer policies, and miscalculating benefit payments.More

IAG: Call On New Government To Prioritise Flood Resilience

The economic toll of our summer of storms continues to mount, with insurance payouts now topping $1B, second only to the Christchurch earthquakes. AMI, State, & NZI have released the latest Wild Weather Tracker, which reveals 51,000 claims for the North Island floods & Cyclone Gabrielle, of which 99% (motor), 97% (contents), and 93% (home) of claims have now been settled. More


Join Our Free Newsletter

Subscribe to Scoop’s 'The Catch Up' our free weekly newsletter sent to your inbox every Monday with stories from across our network.