FARMLANDS 5 MINUTES
GG People will be less tolerant in
future of food being produced that
has a negative impact on the planet."
and ensure consumers both
less tolerant in future of food being
choose us and most importantly,
produced that has a negative impact
pay more for what we produce in
the planet - and as we're one of the
the future, we've got to understand
most efficient, sustainable producers
them, what they want and how to
on the planet, I think we have a real
position and promote to them what
opportunity to dial into this trend.
we do so well at point of sale.
Parts of the regen study l've been
That link between consumer and
doing might be a vehicle for this.
farmer is super critical. I think if we
all reflect on our own preferences,
You've been busy recently
researching the global potential of
the products that end up in our
regenerative agriculture, how did
shopping trolley are the ones that are
that come about?
well produced and communicate the
We did a study on the future of the
attributes that align with our values.
red meat sector at the end of 2019,
That's no accident. It's a result
which showed one of the emergent
of time spent understanding the
customer, what they want and what
they're prepared to pay more for.
themes was regenerative agriculture
and the research was suggesting
that this and the way in which
food is produced was becoming
Other countries are doing this and
in some instances have been ahead
of us in their understanding of the
producers of regeneratively produced
more important to consumers.
wine. It's not just a sheep and beef
We also do social media monitoring
same customers we're going after
thing, we wanted to get another sector
and we work with a company that
and how they communicate with
involved and it's the first time that we
tracks lots of terms and keywords
them. It's important we both keep up
have worked with the Bragato Research
for us in our key markets. They were
telling us that 'regen' was growing
but beat them in market to ensure
Institute, so that's pretty exciting for us.
NZ farmers get what they deserve
for their high-quality products.
and kind of unusually so. So the future
What markets are the most vital in
of the red meat report, combined
with what our digital partners were
terms of primary produce export, or
Do you think Kiwi farmers are more
at least the ones you chose to focus
interested in what consumers
reporting to us, led us to investigate
on, in terms of how consumers feel
are asking for globally now and
regenerative agriculture more closely.
adapting their practices accordingly,
about regenerative agriculture?
What enabled you to take this further
So the funding from MPI allowed us
compared with say 10 or 20 years
ago? If so how ie.
Things have changed less than you
and when did this research kick off?
to focus on three core markets which
We met with the Ministry for Primary
were the United States, the United
Industries (MPI) and similarly it was on
their radar as well and they were willing
to part fund it ($390,000). We also had
might think. Consumers are still after
Kingdom and Germany. They were
tasty, well priced food that's good
selected because they are leading
for them. However, the big change
export markets for New Zealand-
is where they're seeing the impact
conversations with the Bragato Research
of environmental issues, the big one
Institute, who work with New Zealand
made red meat products and also
because that's where a lot of the
being climate change. Taste is still
number one and I think it will still
Wine and it was on their radar too.
They were interested in the potential
social media mentions of regenerative
continue to be so but people will be
market opportunities available to the
agriculture have been happening.
www.FARMLANDS.CO.NZ
Farmlands Co-operative Society Limited |O August 2021. All rights reserved.
THE FARMLANDER | 7
