Made with care

27/10/2020

New Zealand Trade and Enterprise has launched a campaign to keep our food and beverage in the minds of global consumers:

The campaign, titled ‘Made with Care’, is being led by New Zealand Trade and Enterprise (NZTE) and is part of a wider ‘Messages from New Zealand’ country brand campaign, which sees Tourism New Zealand (TNZ), NZTE, Ministry for Primary Industries, Education New Zealand and New Zealand Story join forces to promote New Zealand’s brand on the world stage.

New Zealand’s food and beverage industry is a key player in our economy, accounting for close to 46% of all goods and services exports in the past year. In 2018/2019, the industry had a combined revenue of $71.7 billion, with exports reaching more than 140 countries. The top three exports markets in 2018 were China ($6.14 billion), Australia ($2.56 billion) and the United States ($2.53 billion).*

NZTE’s Chief Executive, Pete Chrisp, says the campaign has been backed by significant investment and driven by consumer insights.

“There’s never been a better time to leverage the positive global sentiment being felt towards New Zealand and to raise the international profile of the New Zealand brand in key markets, in a time when we can’t visit our key markets, and they can’t visit us.

“We know from research conducted by New Zealand Story earlier this year that, while the priority order of consumers needs has changed in the current climate, the needs themselves remain fundamentally the same.

“Consumers are looking for safe, nutritious, premium quality, ethical and tasty food and beverages. New Zealand, as a net exporter of food for more than 40 million people, is perfectly placed to meet these needs. The way the industry applies ingenuity and science is an additional driver of preference for our products in our key export markets.”

Underpinning the Made with Care sentiment, and what distinguishes New Zealand food and beverage products from others, is the principle of Taiao – the interconnectedness of our people and the natural world. The values of Kaitiakitanga (guardians, caring for people, place and planet, now and for future generations), Manaakitanga (caring for others and showing hospitality, kindness, generosity, support and respect) and Ingenuity (challenging the status quo with original and bold solutions) are also woven throughout the campaign messaging. . .


Rural round-up

26/10/2020

GE bogged down by ambiguous rules – Richard Rennie:

Over a year after the Royal Society Te Aparangi report on genetic engineering called for an overhaul on regulations, New Zealand continues to lack a framework that can accommodate the rapidly advancing technology.

Dr David Penman, who was co-chair on the society’s investigating panel, told delegates at this year’s gene editing forum there was too much focus on the processes behind gene engineering (GE), rather than taking an outcome-based approach to what it could deliver.

“The regulation needs to be proportionate to the risk. For example, mutagenesis, using radiation to find gene mutations is not genetic engineering, but targeted gene editing is,” he said.

He says there also remained an enormous diversity of acts that scientists and researchers have to pick through when contemplating such technology.  . . 

Farmers must lead regen ag debate – Gerald Piddock:

New Zealand farmers risk having regenerative agriculture defined for them if they do not take ownership of the debate around its meaning.

Alpha Food Labs founder and co-chief executive Mike Lee says that could lead to an unfavourable definition forced on them and farmers losing control of the narrative.

Speaking at an NZX-Beef + Lamb NZ webinar on what regenerative agriculture meant for New Zealand, the US-based food strategist says the debate over what regenerative agriculture is must be a producer-led movement.

He says rather than thinking about the term, people should think about their mental framework around leaving the earth in a better way than when they got here. . . 

Tradie farmer living her dream – Cheyenne Nicholson:

A Waikato farmer is thriving on the challenge of a new dairying career alongside a successful lighting business. Cheyenne Nicholson reports.

OKOROIRE dairy farmer Laura Mitchell is all about tackling a challenge. And, growing a successful business during a pandemic is definitely that. Throw in a new career path in dairying and raising her three-year-old daughter Amber, and you could say Laura has her hands full.

The idea of being a farmer herself was never really on her radar despite always being drawn to the land and growing up on her parents dairy farm. At 16, she decided school wasn’t for her anymore and opted to leave and gain qualifications in a trade. . . 

Tales of the land girls shared at Maungati – Simon Edwards:

Among the crowd of more than 120 who travelled to Maungati, near Timaru, on Sunday to remember the World War II ‘land girls’ were two particularly special guests – Sadie Lietze (nee Stuart) and Daphne Attfield (nee Williams).

Now in their late 90s, the pair represented the last of the ranks of the New Zealand Women’s Land Service (WLS).  Like Joan Butland of Auckland, whose health didn’t permit her to make the trip south, they were among the more than 2,700 young women aged 17 to their early 20s – many of them from the cities – who in the 1940s kept farms and orchards going when men were called up to fight.  Their efforts were crucial in an era when New Zealand was still the offshore farm of Britain and locals as well as tens of thousands of American servicemen in the Pacific needed to be fed. . . 

Made with Care: Great cheese needs great milk:

With one and a half decades of experience in cheese making, Cathy Lang knows her stuff when it comes to cheese and is excited to be involved in NZ Trade and Enterprise’s international “Made with Care” campaign.

The campaign is designed to grow awareness, preference and demand for New Zealand food and beverage products by demonstrating the care we take when we produce them.

Now more than ever, amid a global health pandemic, consumers are looking for safe, nutritious and premium quality food and beverage that is ethically produced and tastes good too. New Zealand’s combination of exceptional natural resources and experienced food producers, like Cathy, sets us apart and perfectly positions us to meet the needs of consumers. . . 

Can cattle grazing be good for the environment? – Eric Tegethoff:

 The ancient plains of Montana once hosted herds of animals that grazed the land. Now, cattle and other domesticated animals do that work.

According to former environmental lawyer and author Nicolette Hahn Niman, the planet actually is grazed far less than it used to be. Her book “Defending Beef: The Case for Sustainable Meat Production” explores the benefits of raising cattle and the positive effects it can have on the land – when it’s done correctly.

“Rather than so much attention being paid to the negative impacts of cattle when they’re poorly managed,” she said, “we should be focusing on the tremendous benefits of well-managed grazing.”

Cattle ranching has been criticized by some as contributing to climate change. However, Hahn Niman said, well-managed grazing can improve soil health and even help sequester carbon dioxide. She said it also can help keep water in the soil. . . 


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