U.S. export opportunities

Press, 6 July 1983, Page 30

U.S. export opportunities

Dr John Morris, senior vice-president of the Safeway supermarket chain in America, told members of the Canterbury Chamber of Commerce recently that New Zealand was now producing some interesting products that would find a ready market in the United States.

A Lincoln College graduate who subsequently obtained a Ph.D. in economics from Cornell University, Dr Morris said that horticultural produce seemed to offer the greatest potential. Safeways was selling increasing quantities of gooseberries, plums, peaches, nectarines, asparagus and the more traditional berry

crops. New Zealand’s Southern Hemisphere growing season was an advantage, and many Americans saw the country as beautiful and unpolluted, and offering healthy agricultural produce.

A typical Safeways store carried 12,000-13,000 items.

Running a New Zealand promotion was simple, but lost some impact because of the huge variety available.

The affluent consumer was still a large part of the North American market, in spite of the recession. For example, most supermarkets stocked well over 100 varieties of cheese.

It was regrettable that export dabbling by enthusiastic amateurs had damaged New Zealand’s reputation, said Dr Morris. There was a pervasive feeling that the first shipment of New Zealand produce would be of good quality and on time; that the second would be mediocre and a little late; and that the third might as well be sent back.

“It’s not good enough. It simply won’t do. Fresh, on time, high quality, and well promoted. It sounds a relatively simple formula, yet one or other factor is so often overlooked,” Dr Morris said.