100% Behind New Zealand Story

‘100% Behind New Zealand Story’

The development of the ‘New Zealand Story’ for New Zealand businesses to leverage in their international marketing has the strong support of Silver Fern Farms.

Silver Fern Farms’ General Manager Marketing Sharon Angus says marketers who are promoting their products and services will be encouraged by the clear messaging of the Government’s Business Growth
Agenda-driven programme.

“This is great news. We strongly believe our New Zealand businesses need to be promoted to the world around the stories of our people and provenance.”

“We are a little country that needs to be greater than the sum of our parts. It’s about generating critical mass. If exporters use the tools being developed by this project to hone in on these key common elements in our story we’ll build greater awareness of New Zealand when we market ourselves overseas, to the benefit of each other.”

The ‘New Zealand Story’ is designed to communicate New Zealand’s distinct and unique attributes to help New Zealand companies gain a competitive advantage in international markets. It complements a strategy Silver Fern Farms has leveraged through its marketing of premium branded red meat export products.

“Silver Fern Farms has made considerable progress in building our brand in international markets with an approach that highlights the fact we are ‘100% Made of New Zealand’.”

Silver Fern Farms was awarded a ‘Best Effect Design Award’ in 2012 for their brand which was developed with their design agency Designworks, who are a key agency in the development of the ‘New Zealand Story’.

“We export to more than 60 countries. We support this strong New Zealand umbrella story that will help build our presence in those markets in a way that backs our brand.”

Sharon was one of a group of leaders from private sector businesses who contributed to the development of the initiative.

“Considerable thought has gone into how New Zealand businesses across differing sectors can work under the ‘New Zealand Story’ in a way that portrays who we are in a simple manner that achieves cut- through in a crowded global market.”

“The ‘New Zealand Story’ is one all sectors can rally around. Elements of the ‘New Zealand Story’ highlight attributes of our people – our welcoming nature, our integrity and our widely recognised resourcefulness.”

For further information on the Silver Fern Farms brand visit: silverfernfarms.com/our-co-operative/our-brand.

ENDS

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