How smart Kiwi producers can leverage international NZ perception
- Country of Origin Branding
The difference between a New Zealand grown apple and a ‘New Zealand Grown’ branded apple can mean hundreds of thousands of dollars in lost value-add. Why? Because the addition of those three words, New Zealand grown, means something to the international consumer.
In a recent study by Lincoln University agri-food expert Dr Nic Lees he said:
“Unfortunately we are missing out on this premium because many overseas consumers are unaware their food originates in New Zealand.” Dr Nic Lees.
2. Product Marketing
Marketing your products as ‘New Zealand Grown’ through effective product labeling means consumers can easily identify in the aisle where products are from and that is shown to influence their buying decision. Where we grow, harvest, produce or make New Zealand products we should also brand those products as New Zealand made, to capture a larger slice of the premium marketplace.
This extends to earlier touch-points in the customer buying cycle than simply product marketing at the point of purchase. The cost barriers of influencing global product consumers with a product provenance story have dropped considerably in the age of the scrolling newsfeeds. Any approved ‘New Zealand Grown’ license holder can apply the trademark to digital content and gain market origin influence before a consumer even reachers the store.
3. New Zealand Wine leads the way
The story of New Zealand wine is intertwined with our landscape, our growers, and our makers. The wine industry has been early adopters of communication technology that helps share their narrative with many winemakers as adept at storytelling as winemaking knowing the value that the combination brings in the eyes and taste buds of the consumer.
3. The Brand Opportunity
There is an opportunity for New Zealand growers and harvesters of what is technically referred to a ‘single origin components’ such as apples, figs or feijoas to brand their commodity and build a better story based on the provenance of being New Zealand Grown.
4. Reaching a million eyes and ears in-market
Effective storytelling to remote markets is best done by getting in-market and face to face with potential buyers. However, that comes with resource and cost constraints. The next best thing is video-storytelling direct to consumers in the cities you have a foothold in. It can cost as little as $1,000 for a million video views into developing Asian countries like Malaysia and Vietnam who are also signatories to CPTPP.
5. The ‘New Zealand Grown’ Trademark Asset Available to New Zealand Growers
The Buy New Zealand Made Campaign provides a license of use to companies wishing to label their products as ‘New Zealand Grown’. That license entitles the organisation to label millions of single component products as ‘New Zealand Grown’. This license also enables companies to include the trademark in video content produced to tell the story with global consumers.
6. The NZStory Video Footage Archive
The government-funded organisation NZStory have amassed a wealth of high production value video footage that can be downloaded and edited into a final cut by the video agencies of New Zealand producers. There is also a Fernmark that is available to New Zealand exporters with 12 months or more experience.
What New Zealand growers and producers can do next.
- Talk to your in-market buyers about their product labeling needs.
- Talk to the Buy New Zealand Made campaign team about the best options for your produce.
- View the government funded NZStory video archive for footage relevant to your region in New Zealand.
