Wednesday, 09 December 2020 06:55

Time to cut the No 8 wire concept

Written by  Peter Burke
Scottie Chapman Scottie Chapman

Scottie Chapman says New Zealanders should stop extolling the virtues of the No 8 wire concept.

The head of Spring Sheep Dairy says the No 8 wire concept was a success story of our past when, because of travel times, NZ was a long way from everywhere and we had to find a way to improvise

However, Chapman believes the link to improvisation in the form of the No 8 wire concept – from the past to the way we operate today with modern technology and transport – is completely wrong.

“The No 8 concept was important 150 years ago because it helped get us where we are today,” he told Dairy News.

“But now the world is more sophisticated and we are wanting to showcase our innovation and quality of our agricultural systems and products. Gone are the days of selling slabs of meat around the world.”

Chapman says improvisation isn’t a substitute for innovation and NZ needs to tell good stories about its primary sector.

In terms of storytelling, Chapman believes marketing slogans are of no value because they lack authenticity.

He says NZ has a good and beautiful authentic story to tell and one that resonates with consumers. He points specifically to the Maori concept of Kaitiaki.

“Kaitiaki is authentic NZ and is one thing we can talk about,” Chapman explains. “The guardianship and how it all works and without doubt that is of great value to NZ because it is really authentic, is different and it has a mystique about it that is really positive.”

In terms of the consumer, Chapman says NZ must embrace sustainability, with people who buy our food looking to make sure our products and production systems are sustainable.

He believes sustainability is “not an option” for NZ.

“It is something we need to do and all it is doing the right thing ... the right thing for the environment, the right thing for animals and doing the right thing for the consumers,” Chapman explains.

“There will be a prize for the first to get there, and even if there wasn’t it’s still what we should be doing. I think you’ll find that consumers will more than happily pay for it – even if they don’t is about the social licence to operate.”

More like this

Only the chosen few

Of the 600 people who attended a recent sheep milking field day run by Spring Sheep Dairy, 45 applied to be suppliers, but only five were accepted.

Tight entry criteria

Sheep milk producer Spring Sheep Dairy has expanded its farmer supplier base by over 30% this season.

Take a watching brief before milking sheep

It's not the time yet for farmers to start getting into dairy sheep, but those interested need to keep a “watching brief” on the Government's new Primary Growth Partnership programme.

‘Turbo-charger’ for sheep milk sector

The dairy sheep industry in New Zealand will be "turbo-charged" by a new $31.39 million Primary Growth Partnership (PGP), the Primary Industries Minister, Nathan Guy, claims.

Featured

Dairy sheep and goat turmoil

Dairy sheep and goat farmers are being told to reduce milk supply as processors face a slump in global demand for their products.

Hurry up and slow down!

OPINION: We have good friends from way back who had lived in one of our major cities for many years.

Editorial: Passage to India

OPINION: Even before the National-led coalition came into power, India was very much at the fore of its trade agenda.

National

Govt urged to reduce ETS units

The Climate Change Commission wants the new Government to reduce NZ Emissions Trading Scheme (ETS) auction volumes as son as…

Dairy sheep, goat woes mount

Dairy sheep and goat farmers are being told to reduce milk supply as processors face a slump in global demand…

Machinery & Products

All-terrain fert spreading mode

Effluent specialists the Samson Group have developed a new double unloading system to help optimise uphill and downhill organic fertiliser…

Can-Am showcases range

Based on industry data collected by the Motor Industry Association, Can-Am is the number one side-by-side manufacturer in New Zealand.

» Latest Print Issues Online

Milking It

Papal visit

OPINION: European farmers are going to extreme lengths to have their message heard.

Thai egg tarts

OPINION: The hustle and bustle of one of Bangkok's most popular fast food outlets may feel a world away from…

» Connect with Dairy News

» eNewsletter

Subscribe to our weekly newsletter