Farm Environment Champions Report On Challenges of Marketing Kiwi Produce in Asia
Wednesday, 3rd July 2013
A farmer-written report that explores the marketing of New Zealand primary produce in Korea, Taiwan and China is
“recommended reading” for all sheep, beef and dairy farmers, says Alistair Polson, chair of the New Zealand Farm
Environment Trust.
Released in June and entitled ‘Good Morning Asia’, the report was produced by North Otago farmers Blair and Jane Smith,
National Winners of the 2012 Ballance Farm Environment Awards.
In their role as ambassadors for New Zealand agriculture, the Smiths travelled to Asia in late April (2013) to study a
number of key markets for NZ sheep, beef and dairy products.
Facilitated by the New Zealand Farm Environment Trust (NZFE), the trip gave them the opportunity to learn more about
offshore markets, exchange views on topics of crucial interest to New Zealand farmers and to showcase New Zealand’s
stance on agricultural sustainability.
Alistair Polson says Jane and Blair’s report, which can be found on NZFE’s website, is a comprehensive and interesting
account of the challenges facing marketers of New Zealand meat and dairy products.
“I believe every farmer should read this report. It’s written by farmers for farmers, and it will be obvious to anyone
reading it that Blair and Jane have put considerable time and thought into how some of these issues can be addressed.
They don’t have all the answers, of course, but they do offer some extremely useful ideas on how we can improve our
marketing in Asian countries.”
Mr Polson, who is also Special Agricultural Trade Envoy for New Zealand, says the report makes it clear that Asian
markets offer significant potential for NZ producers.
“We’ve been doing business in European markets for well over a century, but, outside of Japan, we are really just
getting started in Asia. So we need to build solid relationships with our Asian trade partners and we need to get the
right structures in place for this to happen.
“While the marketers of our meat and dairy produce have made huge progress in China, the report highlights that we still
have a lot of work to do to ensure that we build relationships that are sustainable in the long term.”
Mr Polson says the Smiths’ 50-page report explores the key factors necessary to develop strong, secure global business
partnerships. It also addresses the importance of robust traceability labelling, a higher level of in-market presence
and knowledge, and a more unified approach to product marketing.
“This report contains some very insightful observations. Blair and Jane have to be commended for the enthusiasm and
sheer hard work they have put into it. Any farmer that reads this report will gain a better understanding of the issues
we need to address in order to develop a stronger presence in these crucial markets.”
The Smiths, who run a North Otago sheep, beef, forestry and dairy support operation, made a special presentation of
their findings at NZFE’s 2013 Sustainability Showcase in Hamilton in June.
Their trip was supported by the Ministry for Primary Industries, Fonterra and Beef + Lamb New Zealand.
The ‘Good Morning Asia’ report is available on the NZFE Trust website at www.bfea.org.nz
ENDS