Wednesday, 25 May 2016 06:55

A great story to tell — Editorial

Written by 
Mike Petersen. Mike Petersen.

New Zealand special agricultural trade envoy Mike Petersen says NZ desperately needs to develop a new primary sector story to help sell its products to the world.

And it's hard to disagree. 

As Petersen told last week's DairyNZ Farmer Forum, we need a coherent NZ story and it's desperately needed to take out into the world, particularly because at least 90% of what our primary sector produces locally is sold offshore.

No one has a better understanding of how NZ agriculture and its products are portrayed on the international scene than Mike Petersen. He has attended most of the country's trade negotiations in the past few years, ensuring the primary sector's perspective is included.

But who is going to take the leadership role in bringing the sector together to develop the NZ Inc. story?

Let's not allow the creation of an inane postcard claim like '100% Pure'. That has become a rod with which the agri-sector has been constantly beaten by environmental fundamentalists, competitors and others. NZ's story must be pan industry-led and adopted.

Petersen suggests that NZ Trade & Enterprise, MPI and the primary sector come together to promote a story of integrity and trust in our export systems and pull together what we are already doing. As he pointed out, currently all the pieces – such as environmental credentials and traceability – are in different places and showcased in different ways, rather than in one coherent picture.

As Lewis Road Creamery founder Peter Cullinane also told the farmers' forum, "There's an opportunity to do something clever that no other country is doing."

It is past time a collective NZ primary sector story was developed; we have a great story to tell and the world needs to hear it.

A combined, pan-industry approach is the only way forward.

More like this

Musical chairs

OPINION: DairyNZ's director elections has seen scientist Jacqueline Rowarth re-elected for another three-year term.

DairyNZ levy to increase?

Retiring chair Jim van der Poel has used his final AGM to announce the intention to increase the DairyNZ farmer levy for the first time in the industry-good body's 17-year history.

Tributes to retiring 'Jim the farmer'

Doing what is right, not what is easy, has been the hallmark of Jim van der Poel's leadership of, and advocacy for, the dairy industry, attendees at the DairyNZ annual general meeting heard last week.

Featured

New ag degrees at Massey

Changing skill demands and new job opportunities in the primary sector have prompted Massey University to create a new degree course and add a significant major into another in 2025.

The show is on!

It was bringing in a new Canterbury A&P Association (CAPA) show board, more in tune with the CAPA general committee, that has ensured that Christchurch will have a show this year, says CAPA general committee president Bryce Murray.

National

Food charity to hold online auction

Meat the Need, New Zealand’s dedicated charity delivering locally sourced protein meals to food-insecure communities, is launching an online National…

Machinery & Products

An ideal solution for larger farms

Designed specifically for large farms that want to drill with maximum flexibility, efficiency and power, the new Lemken Solitair ST…

Landpower increases its offering

Landpower and the Claas Harvest Centre network will launch the Claas Scorpion and Torion material handling solutions to the market…

» Latest Print Issues Online

The Hound

Leaky waka

OPINION: Was the ASB Economic Weekly throwing shade on Reserve Bank governor Adrian Orr when reporting on his speech in…

Know-it-alls

OPINION: A reader recently had a shot at the various armchair critics that she judged to be more than a…

» Connect with Rural News

» eNewsletter

Subscribe to our weekly newsletter