Marketing unity is the way ahead

02-08-2010 | Annette Scott

The future is rosy for arable farmers but they must get the signals right and work collaboratively, Professor Jacqueline Rowarth told the Foundation for Arable Research (FAR) conference in Ashburton last week.

Rowarth reported the New Zealand arable industry was well ahead in meeting the eating needs of a growing global population with innovation and branding two key factors in production for the future.

With cross-sector interaction and a combination of simple ingredients NZ could capitalise on the trend towards "natural, simple and home cooking" under the umbrella of 100% Pure NZ which is recognised around the world.

"We can't feed the world but we can aim in terms of markets to feed more," Rowarth said.

And that would mean using the available land more efficiently while also improving carbon efficiency - out with brand divestment and cost cutting and in with niche marketing and innovation to interest post recession consumers.

Rowarth acknowledged NZ farmers need fair trade.

"Back in the 1950s 50% of every food dollar went to the farmer, now that is 20c.

"How do we do better?" Rowarth asked.

"By marketing together like Fonterra and Zespri," she said.

"Playing off each other as the beef and lamb industry does is not going anywhere.

"We need to work together to market NZ Food Inc."

Rowarth made it clear farmers needed to take responsibility.

"This is in the power of the farmers to control.

"You are the ones who elect people to your boards and positions of power and leadership.

"Agriculturalists can be superstars but you need to make it happen."

All NZ needed to do was get the system right for the right markets - the markets that would pay for high quality, sustainably-produced food.

"Only working together will NZ be able to tick all the boxes and market NZ Food Inc," Rowarth said.

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