Alliance Group sales manager Shane Kingston says there is no substitute for being on the ground, especially to gain insights into the changing customer behaviour and trends.
Exporters are anxious to resume travel to see first-hand the impact of the global covid pandemic on their markets.
Virtual communication with customers and in-country market intelligence has proven adequate for the past 20 months, but exporters say they need to visit their clients and are calling on the Government to provide guidance on when they can travel and under what conditions.
Silver Fern Farm (SFF) chief customer officer Dave Courtney says while it has in-country sales staff, including 20 in China, some staff appointed since the pandemic have not visited New Zealand.
Chief executive Simon Limmer says NZ-based staff were absent from the recent China International Import Expo, which attracts over 400,000 people and thousands of businesses from across the globe, but made a virtual presentation to key customers.
NZ staff recently met with US customers ahead of a new product launch and were fortunate to access MIQ facilities.
The timing of a global sales office reorganisation by exporter First Light Foods could not have been timed better.
In 2019 it consolidated its global sales team in Los Angeles, a move that was completed in February last year, weeks before the covid-19 pandemic hit.
While staff were locked down for the first six months, First Light managing director Gerard Hickey says they have subsequently been able to travel throughout the US meeting customers and developing new markets.
“We are very fortunate even though staff at the time were wondering what was going on,” Hickey said.
He says it has been vital having ears on the ground, to understand consumers and to generate new opportunities, but it is vital senior managers and owners visit markets and customers, something they normally try to do once or twice a year.
Alliance sales manager Shane Kingston says its 20-year relationship with Chinese partner, Grand Farm, has proven its worth during the pandemic, but there is no replacement for face-to-face interaction.
“However, there is no substitute for being on the ground, especially to gain insights into the changing customer behaviour and trends,” Kingston said.
“That’s why it’s crucial NZ opens up as soon as possible and of course when it is safe to do so.
“Our people need the ability to travel to our markets and our customers must have the opportunity to visit NZ.
“In our experience, customers get real value meeting our farmers, witnessing the passion and pride and seeing where our lamb, beef and venison comes from.”
NZ Wine chief executive Philip Gregan says technology has been adequate but for small and medium-sized winemakers who do not have staff based overseas, they need to meet with customers.
Murray Tait, the managing director of fruit exporter Te Mata Exports, says historic relationships have carried business for the past two seasons, but the pandemic has changed markets and exporters need to visit to determine the degree.
“There isn’t anybody who doesn’t understand that the world has been changed by covid, all businesses have changed – ours and our customers,” Tait said.
He says an indication from the Government of what travel conditions will be and when it can resume would be helpful, especially with those wanting to launch new products.
A Fonterra spokesperson says 40% of its 19,354 employees are located in 28 offshore markets and most have been working from home all year.
Fonterra has been using virtual connections to connect with customers and stakeholders, hosting product demonstrations, and farmers have been hosting tours or talks with customers via video call.
