Focus on New Zealand brands needed in face of trade uncertainty

Skip to main content

Focus on New Zealand brands needed in face of trade uncertainty

4/12/2017 2:30:00 p.m.


Senior lecturer in Agribusiness Management, Dr Nic Lees, said New Zealand produces some of the best fruit, wine, meat, seafood and dairy products in the world but around 70 per cent reaches the consumer with no identification that is sourced from here.
 
“Sudden changes such as Brexit remind us that relying on undifferentiated commodity exports leaves us vulnerable to sudden changes in government policies,” Dr Lees said.
 
“When consumers demand a branded product, it is difficult for governments to shut it out of the market.”
 
Forty-four years ago, Britain joined the European Common Market. At the time Britain took approximately 90 per cent of our butter, 75 per cent of our cheese and about 80 per cent of our lamb exports.  Britain had to adopt the European “common agricultural policy” which imposed tariffs and quotas on non-European agricultural imports.
 
This meant New Zealand was effectively shut out of our largest agricultural export market. At the time, most of these products were being exported as commodities, frozen lamb carcasses and blocks of cheese. The only branded product was Anchor butter. 
For the next thirty years the New Zealand economy suffered as we searched for new markets and attempted to develop alternative industries. China has replaced Britain as our largest market. However, 70-80 per cent of our food exports are still sold as commodity products.
 
“We need to develop differentiated and branded products that consumers demand,” he said.
 
“We can learn a lesson from Anchor butter, as it is a brand that is still strong in the British market.”
 
However, he said, New Zealand has never been good at marketing our food products.
 
“Despite our reliance on food exports Lincoln University provides the only specialist food marketing degree in New Zealand. The Bachelor of Agribusiness and Food Marketing was developed due to a call from industry for graduates who understand the specialised nature of producing and marketing our food products.
 
“It is an integrated degree covering agribusiness management, food science, supply chain management and food marketing. This provides students with a unique set of skills specifically focused on preparing them for marketing the unique features of New Zealand food products.”
 
He said Zespri kiwifruit and New Zealand wine have led the way in developing strong brands that consumers demand.
“Unfortunately, most other industries still focus primarily on commodity trading.”
 
The development of synthetic alternatives to meat and milk also calls for stronger branding.
 
“Developing a culture of marketing and meeting consumer demands for natural health foods provides New Zealand with a way to capture more value from our exports.
 
"To do this we need graduates going into the industry with an understanding of the whole value chain and who are passionate about positioning New Zealand food as a premium product branded and targeted at specific consumers," Dr Lees said.
 
Image: www.dcanz.com
Uncertainty over Brexit means New Zealand needs to urgently focus on developing brands and differentiating our agricultural exports.
ADDMAJ - Lincoln Bachelor Degree Additional Majors
BAFM - Bachelor of Agribusiness and Food Marketing
BAG - Bachelor of Agriculture
BAGSCI - Bachelor of Agricultural Science
BCom - Bachelor of Commerce
bcomag - Bachelor of Commerce (Agriculture)
BComAgPACC - Bachelor of Commerce (Agriculture and Professional Accounting)
BEM - Bachelor of Environmental Management
BEPP - Bachelor of Environmental Policy and Planning (Honours)
BES - Bachelor of Environment and Society
BLA - Bachelor of Landscape Architecture
BLAGrad - Bachelor of Landscape Architecture (Graduate Entry)
BLPM - Bachelor of Land and Property Management
BSc - Bachelor of Science
BSCFS - Bachelor of Science Food Science
BSRM - Bachelor of Sport and Recreation Management
BTM - Bachelor of Tourism Management
BVO - Bachelor of Viticulture and Oenology
CoP - Certificate of Proficiency
CUS - Certificate in University Studies
DipAgr - Diploma in Agriculture
DipApplSc - Diploma in Applied Science
dipcom - Diploma in Commerce
DipHort - Diploma in Horticulture
DipNatRes - Diploma in Natural Resources
DipOAFP - Diploma in Organic Agri-Food Production
DUS - Diploma in University Studies
farmmgt - Diploma in Farm Management
hortmgt - Diploma in Horticultural Management
ELS - English Language
GCAcadEng - Graduate Certificate in Academic English
GCApplSc - Graduate Certificate in Applied Science
GCBS - Graduate Certificate in Business and Sustainability
GCCom - Graduate Certificate in Commerce
GCLS - Graduate Certificate in Landscape Studies
GCRM - Graduate Certificate in Recreation Management
GCRS - Graduate Certificate in Resource Studies
GCTourMgt - Graduate Certificate in Tourism Management
GDApplSc - Graduate Diploma in Applied Science
GDBS - Graduate Diploma in Business and Sustainability
GDCom - Graduate Diploma in Commerce
GDLS - Graduate Diploma in Landscape Studies
GDPropMgt - Graduate Diploma in Property Management
GDRM - Graduate Diploma in Recreation Management
GDRS - Graduate Diploma in Resource Studies
GDTourMgt - Graduate Diploma in Tourism Management
GDVO - Graduate Diploma in Viticulture and Oenology
GradDipVal - Graduate Diploma in Valuation
BAgrScHons - Bachelor of Agricultural Science with Honours
BCom(H) - Bachelor of Commerce with Honours
BEM(Hons) - Bachelor of Environmental Management with Honours
BEPPHons - Bachelor of Environmental Policy and Planning with Honours
BES (Hons) - Bachelor of Environment and Society with Honours
BLA(H) - Bachelor of Landscape Architecture with Honours
BSc(H) - Bachelor of Science with Honours
BSRM(Hons) - Bachelor of Sport and Recreation Management with Honours
BTM(Hons) - Bachelor of Tourism Management with Honours
BVO(Hons) - Bachelor of Viticulture and Oenology (Honours)
PhD - Doctor of Philosophy
PCApplSc - Postgraduate Certificate in Applied Science
PCCom - Postgraduate Certificate in Commerce
PCEnvMgmt - Postgraduate Certificate in Environmental Management
PCIRD - Postgraduate Certificate in International Rural Development
PCLAS - Postgraduate Certificate in Land and Society
PCLS - Postgraduate Certificate in Landscape Studies
PCPRT - Postgraduate Certificate in Parks, Recreation and Tourism
PDAgSc - Postgraduate Diploma in Agricultural Science
PDAppSc - Postgraduate Diploma in Applied Science
PDCom - Postgraduate Diploma in Commerce
PDEnvMgmt - Postgraduate Diploma in Environmental Management
PDHortSc - Postgraduate Diploma in Horticultural Science
PDIRD - Postgraduate Diploma in International Rural Development
PDLAS - Postgraduate Diploma in Land and Society
PDLS - Postgraduate Diploma in Landscape Studies
PDPRT - Postgraduate Diploma in Parks, Recreation and Tourism
PDWRM - Postgraduate Diploma in Water Resource Management
PGDip (DRR) - Postgraduate Diploma in Disaster Risk and Resilience
MAgrSc - Master of Agricultural Science
MAppSc - Master of Applied Science
MCM - Master of Commerce and Management
MCm(A) - Master of Commerce (Agricultural)
MHSc - Master of Horticultural Science
MLA Research - Master of Landscape Architecture (Research)
MNRMEE - Master of Natural Resources Management and Ecological Engineering
MSc - Master of Science
MWRM - Master of Water Resource Management
mbusfinance - Master of Business (Finance)
MBusGMM - Master of Business (Global Management and Marketing)
MDDR - Master of Disaster Risk and Resilience
MEPM - Master of Environmental Policy and Management
MIRD - Master of International Rural Development
MLA Taught - Master of Landscape Architecture (Taught)
MMgmtAgrib - Master of Management in Agribusiness
MMgtAgrSys - Master of Management in Agricultural Systems
MPA - Master of Professional Accounting (CPA)
MPlan - Master of Planning
MScFI - Master of Science in Food Innovation
MSRM - Master of Sport and Recreation Management
MTM - Master of Tourism Management
Lincoln University website redevelopment project 2014
Developers
Nick Goodey - C# back end and SharePoint Developer
Star Chen - Web Developer
Karaitiana Taiuru - Web Developer SharePoint administrator
Ting Wu - Front end Developer
Managers
Jeremy Baker - Senior managment
Tafflyn Bradford-James Marketing director
Richard Corby - Project manager
Suppliers
Pikselin - primary partner, web designers, UX design