Face-to-Face with our markets
Silver Fern Farms Livestock Rep of the Year talks to Kem Ormond about their 2022 Market Tour
When Richard Thurston joined Silver Fern Farms ten years ago, the Tararua-based Livestock Representative set a goal to become the company’s Livestock Rep of the Year; an accolade he took out in the company’s annual awards at the end of last year.
Thurston was singled out for his positive mindset and the way he helped navigate his clients through the varied challenges of 2021. His leaders also observed the way he both understood and embodied the company’s Plate to Pasture strategy through his interactions with Silver Fern Farms’ suppliers.
2022 Silver Fern Farms Market Tour
Each year, Silver Fern Farms runs a market tour for both their Livestock Representative of the Year and their Plate to Pasture Winners, who are the company’s top livestock suppliers.
The company has a “Plate to Pasture” market-led strategy, meaning that customer and consumer needs inform what they do in processing and on farm. The tour aims to bring the voice of the customer to life and provide an opportunity for their top farmers and livestock representatives to meet directly with those consuming their products.
This year’s delegation also included winners from previous years where travel was disrupted due to Covid and visited customers and consumers in New York, Seoul, and Tokyo.
The group witnessed first-hand how their products make it through the final stages of the supply chain, from arrival into port, through further processing and onto retail shelves. There was also reciprocal interest from Silver Fern Farms’ customers about New Zealand’s farming system.
“It’s quite different seeing our products on the other side of the world – you realise how much goes into the product after it leaves the farm gate,” says Thurston.
“Talking with customers around the world you could see how much it meant to them to meet our farmers and learn about how we farm. They’re
They’re wanting to know more about all of the good things we’re doing and that’s helping us to stand out
wanting to know more about all of the good things we’re doing and that’s helping us to stand out”.
The trip also highlighted that global events are likely to pose some headwinds in markets in near future. Thurston said that while he had an idea of pressures in the markets through the company’s market insights, there was no substitution hearing it straight from the horse’s mouth.
“The cost of living has skyrocketed all around the world and that’s definitely affecting what people put on their shopping list or whether they eat out or stay home at the moment”.
The delegation met with Silver Fern Farms teams who are permanently based in key markets and also representatives from New Zealand Trade and Enterprise (NZTE).
Thurston said the different cultural nuances of each of the markets was apparent.
“It became really obvious how important is it to have our own people in each market, to make sure we’re not just producing something that looks good to us, but something that looks good to customers with completely different lifestyles halfway across the globe,” he said.
“That’s what the market-led strategy is all about and you could definitely see it in action. Things are tight for a lot of people but there’s still plenty of customers who are willing to pay for more good food. Hopefully if we keep that up it’ll be enough to attract those premium customers - all we can do is keep being the best at what we do”.