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. . .