Key themes

What the agribusiness leaders want

Managing consumer relationships — Prioritising provenance branding, coinnovation with customers, embedding resources (including people) into export markets and developing a NZ integrity mark highlight the focus being placed on managing consumer relationships. New Zealand’s unique food culture — Nobody goes out for a “New Zealand meal”, in fact it is unclear to most New Zealanders and visitors to the country what a “New Zealand meal” actually is. While we grow some of the best food in the world, it is used to make other nations’ cuisines. There is an urgent need to strengthen our unique food culture. High-quality trade agreements — Leaders placed greater priority on securing high-quality trade agreements, reflecting the shift in the trade environment as a result of Brexit and the election of President Trump. Industry leaders suggest free trade as we know it will only survive if everybody benefits; we must seek to combat social inequality and better disperse the benefits of trade to retain market access into the future. Swimmable water — Much discussion related to water and the impact this has on the wider community’s confidence in farmers to protect and restore the environment. The industry uses science to defend its position, but this is an emotional issue that cuts to the heart of being a New Zealander. The message was clear: swimmable must mean swimmable and not “scientifically swimmable in 2040”. Bold action is needed on water and the environment to preserve the license to operate. Alternative proteins — Recent transactions suggest that alternative proteins are set to become a material part of the global diet. Understanding these technologies, their strengths and weaknesses, is critical to protecting our natural protein markets. We ignore these technologies at our peril. Biotechnologies — The conversation around biotechnologies has evolved; it is no longer about whether these technologies will be adopted, given the benefits they can deliver, but about the regulatory framework that is needed to manage their application. It is time New Zealand reviewed its rules so we remain competitive and address each product on its merits. Leveraging data — Concerns were expressed around how the sector is leveraging data that is being collected, with some leaders suggesting we are moving backwards comparatively to other countries. Companies are keeping close control over their data and seeking opportunities to monetise it, however without collaboration it is unlikely any significant financial benefits will crystallise. Source: 2017 KPMG Agribusiness Agenda: The Recipe for Action.