[27 June/Farmers Weekly]

New Zealand’s farming industry faced a range of challenges and branding was key to success according to speakers at Federated Farmers’ national conference. Brand Strategist, Brian Richards, said it was critical New Zealand learnt to sell less for more and take advantage of the vote of confidence from the wider world. He added building a new perception of our food and beverage industry required significant mindset change throughout the industry. He called on the farming industry to show greater collaboration. New Zealand’s clean green image was probably worth about a 15 percent price premium that was yet to be realised. He emphasised that we needed some type of certification. He believed there was huge potential in New Zealand for our primary industries. Maintaining the social licence was key.