Addressing the Grain and Seed Association conference in Christchurch after an address by future foods strategist Dr Rosie Bosworth, Woodford said agriculture is safe in NZ.
“The sun will never set on NZ agriculture but we are not going to get to where we need to get by sitting and slapping each other on the back and saying we’re doing a good job.
“Yes, I hear you say that the address from a futurist scared the shit out of you but without agriculture there’s very little else in NZ.
“There may be some rough waters to be navigated to the agrifood endeavours of the future but agriculture, forestry, fisheries and tourism are central to the export economy of this country.
“Without an export economy there is no economy.”
Woodford said the importance of exchange rates is a key player but the rough waters largely relate to the social and political environment where too many people fail to appreciate the importance of NZ’s export industry.
“On top of that too many have not acknowledged the concerns of non-agriculturalists.
“So, can we solve the environmental problems? Yes but it’s going to be hard work.”
For the seed industry irrigation is at the core of essential resources for new crops and greater resilience.
“We are not going to get far at all without reliable irrigation and the bottom line is the broader community has to understand the importance of irrigation.
“If we want to go to the higher value products we have got to have reliability and that means we have got to have irrigation.”
While there’s a lot of hype about animal versus crop foods it’s a case of the industry going back to grassroots opportunities.
“We are hearing a lot of noise about animal v crop foods as these issues take on a life of their own.
“Personally, I find more things to lose sleep over than artificial foods.
“Let’s go back to the basics where the opportunities lie.”
And that means focusing on Asian consumers.
“And also perhaps the Middle East.
“America doesn’t need us, Europe doesn’t need us, Africa can’t afford us.
“While there are exceptions, broadly, across our industries the prime focus has to be on Asia and the Middle East.
“We don’t spend enough time understanding just what it is that drives Asian consumers.”
Woodford cited opportunities around seeds largely relating to proprietary varieties.
“So it’s all about who owns plant variety rights.”
Finding new crops will only be for the entrepreneurs because most in the industry will be too risk-averse.
“So, it starts with understanding the market and identifying a defensible position with a differentiated product.
“You need to be asking what are the market opportunities and what are the pathways to market right from the outset.
“Unless you are spending boot leather in the markets right from the outset you have not started the market-led journey.
“It’s the importance of boot leather that reaps the success.
“You have to go multiple times to the markets and come back with new insights.
“You can read as many reports as you like but by the time it gets to reports it’s old.
“You must put yourselves in the shoes of the potential customer and understand the world from their perspective.”
Woodford said he’s happy there are still enough wealthy people in Asia to buy NZ pastoral products.
“We don’t have a competitive advantage for those synthetic foods as the vast American plains but we do have to achieve our environmental aims.
“It’s all very well to have technologies but the political climate has to be right for farmers to financially invest and so, if we get that right, the sun will never set on NZ agriculture.
“That’s the challenge, not all the noise about animals versus crops,” Woodford said.
