Market report ‘recommended reading’

All sheep, beef and dairy farmers should take a look says Alistair Polson, chair of the New Zealand Farm Environment Trust (NZFE).
Released in June and entitled 'Good Morning Asia', the report was produced by North Otago farmers Blair and Jane Smith, National Winners of the 2012 Ballance Farm Environment Awards.

In their role as ambassadors for New Zealand agriculture, the Smiths travelled to Asia in late April (2013) to study a number of key markets for NZ sheep, beef and dairy products.

Polson says the report, which can be found on NZFE's website, is a comprehensive account of the challenges facing marketers of New Zealand meat and dairy products.

The 50-page report explores the key factors necessary to develop strong, secure global business partnerships. It also addresses the importance of robust traceability labelling, a higher level of in-market presence and knowledge, and a more unified approach to product marketing.

"Any farmer that reads this report will gain a better understanding of the issues we need to address in order to develop a stronger presence in these crucial markets."

The Smiths, who run a North Otago sheep, beef, forestry and dairy support operation, made a special presentation of their findings at NZFE's 2013 Sustainability Showcase in Hamilton in June.

Their trip was supported by the Ministry for Primary Industries, Fonterra and Beef + Lamb New Zealand.
The 'Good Morning Asia' report is available on the NZFE Trust website at www.bfea.org.nz