The Land & The Brand

Country of Origin ProfilingFood & Fibre Value ChainsInternational Trade
Written By AERU

This project documented how important the land based sector is to New Zealand and offered a vision for its future. AGMARDT, ANZCO Foods, Beef and Lamb New Zealand, Fonterra and Zespri funded the research in 2016. It showed how industry‐led initiatives and private‐public partnerships is building on the sector’s historical successes for ongoing economic prosperity into the future.

The report’s title expresses the core theme of its contents: In globalised markets, commercial success requires a combination of quality production systems (“The Land”) and quality consumer perceptions (“The Brand”). Internationally, New Zealand has strong competitive advantages in its land and in its brands, but the report offers a vision for how research and development will improve both aspects of this combination to create new opportunities for New Zealand agri‐food exporters.

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