The Prada bag of the food world?

Idealog - - EX­PORT GUIDE -

With 7 bil­lion peo­ple on this planet – and count­ing – there’s go­ing to be a chal­lenge to feed ev­ery­one. While the World Health Or­ga­ni­za­tion and oth­ers say we al­ready pro­duce enough food (the prob­lem is dis­tri­bu­tion in­equal­ity), global mar­kets will turn to new sources of pro­tein and – word to all the Huhu grub farm­ers out there – that’s likely to be in­sects.

KPMG New Zealand’s global head of agribusi­ness Ian Proudfoot isn’t rec­om­mend­ing we turn our fields to lo­cust pro­duc­tion. How­ever, given we are ca­pa­ble of feed­ing only around 40 mil­lion, he sees the real op­por­tu­nity for Kiwi food pro­duc­ers in the ex­pand­ing pre­mium mar­ket. New Zealand should be aim­ing to pro­vide 5% of the diet of the 800 mil­lion rich­est peo­ple, he says.

“You want to be the high value bit of the diet, the food you eat be­cause it aligns with your as­pi­ra­tions in life or to cel­e­brate at ex­cit­ing times,” he says. “You want peo­ple to eat New Zealand food be­cause it’s the Prada hand­bag, be­cause it makes them feel really good.”

That fits with the ex­pe­ri­ence of NZTE busi­ness de­vel­op­ment man­ager in Aus­tralia, Peter Win­ter, who reck­ons one of the big­gest trends across the ditch is pre­mi­u­mi­sa­tion – any­thing from ex­pen­sive ice cream to pre­mi­umqual­ity pre­pared meals. »

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