The presentation includes results of a survey of 1000 consumers from China, Japan, United Kingdom, Indonesia and India.
“The work we are doing is looking at how we can get the due price NZ milk deserves and identifying what consumers in different markets really value about that, and what value they put on that and how we can position ourselves in markets to get that value.”
In China, for example, consumers were prepared to pay 50% more for NZ products, she said.
Consumers were interested in food quality and safety, which NZ was largely good at, as well as attributes such as environment and social conditions.
NZ had to find alternative ways to get that information across and gain more of the value associated with its products.
Smart technologies were one example to target consumers who were doing more research and shopping online, she said.
There was a stark difference in the information consumers in different markets wanted about food products.
In developing markets, consumers wanted more details about products and wanted to find it out for themselves, whereas in developed markets consumers trusted the brands and products because they had a history with them.
The DairyNZ Farmers’ Forum will be at Mystery Creek, Hamilton, on May 17-18. This year it will focus on the changing global environment, what’s driving those changes and how this could shape the future of NZ milk production.
The two-day conference would give farmers insight into current global trends and ways to set up the farm to adapt to future challenges.
Keynote speaker Tim Hunt, Rabobank’s general manger for food and agribusiness research, will speak on what’s happening in global markets and what this means for NZ farmers.
DairyNZ’s strategy and investment leader for sustainability, Rick Pridmore, said the Farmers’ Forum was about helping farmers understand what was driving those global changes and what they could do to position their businesses for it.
“Innovation and the ability to change has long been at the heart of dairying’s success story and will continue to be.
“Adapting to the changing environment is now more important than ever – the industry is going through challenging times, particularly with payout, so farmers need to look at where we can give our businesses a lift,” Pridmore said.
Day one looks at the big picture and day two shifts focus to the farm, looking at new technologies and techniques to help farmers respond and lift their farm businesses.
Workshops include looking at whether ‘$3/kg MS farm working expenses is doable?’ and ‘living a pasture-first strategy’ with DairyNZ’s Rob Brazendale and John Roche.
DairyNZ general manger for research and development David McCall, would back up the pasture focus with a presentation on “adapting now – pasture-first”.
DairyNZ Farmers’ Forum – workshops and speakers
DairyNZ Farmers’ Forum – May 17-18
Mystery Creek, Hamilton
Free for levy-paying farmers and their staff.
Registration is essential. To register visit www.dairynz.co.nz/farmersforum
DairyNZ Farmers’ Forum – workshops and speakers
- What is happening in the global markets and what does that mean for us – Rabobank’s Tim Hunt
- What do overseas customers want from their milk and what are they willing to pay for? -Lincoln University’s Caroline Saunders
- Genetic modification – should it be part of our future? – Waikato University’s Jacqueline Rowarth
- Zespri bouncing back – lessons learnt by the kiwifruit industry after PSA – Chief executive Simon Limmer and grower Ian Greaves
- Innovating your business – Entrepreneur Melissa Clark-Reynolds
- ‘What is value-add’ panel discussion – Tatua’s Paul McGilvary, Open Country Dairy’s Laurie Margrain, Miraka’s Richard Wyeth and Lewis Road Creamery’s Peter Cullinane.
- Growing better quality and more persistent pastures – DairyNZ’s David Chapman and Cameron Ludemann
- Breeding better cows – DairyNZ’s Jeremy Bryant.
