News that McCain will only source its potatoes from farmers that adhere to regenerative principles has been embraced by the industry body.
They see the move as a simple response to consumer demand and just a further sign of the way in which food producers must head as people take more of an interest in the provenance of their food.
Potatoes NZ chief executive Chris Claridge sees the same hysteria around regen that the organics movement faced in the 1980s.
But he says as long as farmers have the detail necessary to meet the requirements it should all be fine.
It’s worth remembering that this is a worldwide initiative encompassing 150,000 farmers.
We’re not alone in being subject to the movement in market and consumer preference.
However, if we don’t recognise the opportunity, we may well be left on our own.
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