Ohakune growers praised at Chateau

Waimarino Bulletin, Volume 5, Issue 7, 14 July 1987, Page 1

Ohakune growers praised at Chateau

Last week's annual conference of the New Zealand Vegetable Growers Federation at the Chateau, publicly acknowledged the contribution made by Ohakune's market gardeners in organising this, the 30th conference of the Federation. In his presidential address Mr Ted Hill told the 180 delegates who had come from all over the country that Ohakune Growers were to be commended on developing a conference concept that will become the pattern for all future conferences of the Federation. The 3-day Vegetable Growers' conference saw delegates and" visitors" from many related industries (fruit growers, berry fruit growers, kiwifruit growers, tomato growers, asparagus growers etc) together with representatives from MAF, Federated Farmers, Ciba Geigy, Massey University as well as retail, marketing and media organisations in attendance. The conference opened with a keynote address by the guest speaker, Mr Peter Shirtcliffe, chairman of the New Zealand Market Development Board. While admitting that he knew very little about growing vegetables - "my family fell about laughing when they heard I'd been invited to address the Vegetable Growers Conference because they know I'm not even much of an amateur gardener" - Mr Shirtcliffe said that he believed he had the knowledge and expertise to market the produce grown by others. In his speech he emphasised the need for planning and industry co-ordination. "Planning on an industry basis with defined goals and objectives is integral to any industry which wants to succeed in the 1980's and 1990's." In 1985/86 out of a total New Zealand export earning of $10.8 billion the food industry earned $5.2 billion which means food is still the most important component of our exports and will continue to be in the foreseeable future." "In that trade year the value of fresh vegetables exported amounted to cont'd on p. 14

cont'dfrom p. 1 Ohakune growers praised at Chateau conference

$50.8 million while the value of processed vegetables in that time came to $74.3 million ... a total of over $120 million annually from vegetable exports." But while the food indus-

try has always been the biggest export earner for New Zealand, parts of it are completely out of touch with the needs of the global market place, warns Mr Shirtcliffe. "The future of exports is

in marketing, not in trading ... the Board's aim is to help develop a marketing culture in New Zealand by replacing traditional viewpoints with a broader perspective which takes more account of strategic planning," he said. "The quality of life in New Zealand depends upon how efficiently we export but research has shown New Zealanders generally do not link exports or foreign exchange with our standard of living exports are seen to be 'good' but not 'vital' to New Zealand's survival." To survive in the global marketplace New Zealand exporters must establish some form of industry coordination and planning instead of indulging in throat-cutting competition within the industry. "The global marketplace doesn't owe us anything and if we don't supply what is required, the rest of the world will laugh at us, take the product at the cheapest price and then source elsewhere when our exporters

have forced each other out of business." "Throat-cutting is therefore for losers," he said. "We've all got to work towards making New Zealand products synonymous with quality by giving the global marketplace only the best and developing an aura of exclusivity for our products." "We must develop brands which lead the market and set the standard for all other brands. We must be price makers rather than price takers and work towards a state of affairs where the global marketplace thinks that New Zealand products are synonymous with quality," he said. New Zealand has certain advantages in promoting its products overseas. Late last year the Market Development Board conducted a survey in North America which revealed that the images of New Zealand which scored highest were 'natural', 'beautiful

scenery', 'clean environment', 'the colour green' and 'nuclear free'. "I am sure that if we carried out this survey in other parts of the world we would receive similar responses," said Mr Shirtcliffe. "We are isolated and this isolation often puts us at a disadvantage with matters such as transport and market intelligence. However, because of our isolation, we are also perceived to be free from contamination ... a land of green pastures and white snowy mountains." This image of 'clean green' is a tremendous asset and one which New Zealand must build upon. Mr Shirtcliffe told conference delegates that there has been a world-wide decline in the demand for canned goods in recent years and this had been accompanied by a corresponding increase in the demand for fresh vegetables while the market for frozen

produce had either remained static or grown in certain niches such as microwave packs and other convenience foods. "You, as growers, are the producers of the raw product and while the initial quality of the product is in your hands, someone else determines whether it is sold as an unbranded commodity or in the quality section of the market." "It is here that research into technology comes in. No longer are we stuck in the 19th century without the means of presenting our raw materials." "This is 1987 and we live in a world of outstanding technological advances." "Work in the area of controlled atmospher" containers has opened up the possibility of transporting fresh produce by sea." "Who knows what is possible in the future given the right technology?" asked Mr Shirtcliffe.