Andrew Morrison never intended having an involvement in farmer politics until he was drawn to make submissions on regional and district council plans.
Fearing councils could take control of riparian margins and strips and restrict cultivation on flood plains, Morrison lobbied to preserve landowners’ property rights and soon found himself involved with Federated Farmers.
It was an apprenticeship that taught him plenty and ultimately led to him being chairman-elect of Beef + Lamb New Zealand.
Morrison farms 2500 stock units on 154ha at Willowbank north of Gore and another 9000 stock units at Clinton Gorge, on an 890ha property in South Otago managed by Tim and Laura Williams.
Even though his father George was an active member of Federated Farmers, Morrison was initially focused on establishing and developing the family farming partnership.
His profile from lobbying local authorities did not go unnoticed and in 2011 Balance Agri-Nutrients and Ovis Management approached him.
After initially rejected their overtures he changed his mind and found himself on their boards.
Two years later Beef + Lamb NZ invited him to stand and he was elected to the board in 2014. He has served as deputy chairman to James Parsons who retires this month.
Morrison said the foray into off-farm activities was timely.
His business with partner Lisa was established after 20 years in partnership with his father George and brother Donald that ended amicably in 2012 and he had surrounded himself with a network of capable staff, family and advisers.
“The stuff that enables me to do things off the farm is the strength of the team.
“I couldn’t do this off-farm stuff without Lisa, Tim and my father George,” he said.
Underpinning his interest in famer politics is a fundamental belief in agriculture but also a view that the sector cannot shy away from or ignore challenging debates and issues.
“If you want your voice heard then someone has to participate in the debate.
“A simple rule of thumb is every debate is worth having if someone thinks it’s an issue.
“You have got to go through with it to get clarity.”
Agriculture needs better engagement with the Government and urban communities and Morrison said the BLNZ Economic Service has a resource of over 60 years of relevant data and information that can be used in those discussions.
“We want to be the go-to guys for the Government, someone who is trusted and can validate information.”
That information can contribute to enhancing the sector’s environmental reputation and validate its environmental fingerprint both domestically and for overseas customers.
The sector faces some headwinds such as alternative proteins, biosecurity, the social licence to farm, water quality and climate change — issues it should not shy away from
Success to Morrison will be thriving rural communities that are valued by all New Zealanders and an appreciation the sector understands and is addressing its environmental challenges.
“Every New Zealander would be singing the praises of our farm production systems because they were connected with them with the right information.”
Facts such as 47% of QEII covenants are on sheep and beef farms, the work farmers are doing to improve water quality and the $65 million invested in Pastoral Greenhouse Gas Consortium since 2002 are examples of the investment farmers are making to address issues of public concern.
B+LNZ also has the expertise to support the industry through trade policy, market development research and development and farm extension.
One area he believes B+LNZ can contribute is creating the NZ red meat story supported by a validation structure.
“Once we tell that story we have to validate it, which we are doing through the national farm assurance programme, a standardised programme for all the meat companies.”
At $7 billion the red meat sector is NZ’s largest manufacturing industry, employing 59,000 people directly and another 21,000 indirectly.
“This is fundamentally an important sector to NZ.
“We want to build systems to ensure it is sustainable.”
He does not subscribe to the view the meat industry has failed because it chased volume over value, saying that ignored the fact companies market more than 200 cuts of meat to 140 countries.
He sees as an additional measure of success B+LNZ, meat companies and the Government working together to promote the sector and on issues such as trade policy.
Morrison said levy payers have twice sent a clear message to B+LNZ that they do not want it to invest in wool.
He came to the role with a philosophical belief in the commercial model and said ultimately his and the organisation’s performance will be judged by levy payers through the six-yearly levy referendums.
Morrison and Lisa have two children, Bryn, 18, and Kelly, 15.
