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Branding the key to the lucrative global market

Rural News
Branding the key to the lucrative global market

Farmers often feel they are poweless to have any price influence with the goods they produce, but Prof Jacqueline Rowarth disagrees and believes branding is the way to do it.

Some farmers have embraced this idea and Hereford Prime, Angus Pure, Cervena, Just Shorn, Cervena and Icebreaker, are all now well known brands that attract a premium for the product produced.

With this branding comes accountability associated with food safety or quality standards,but if a premium is paid it must be earnt. The strength of the brand is often seen more graphically when product prices ease, and farmers will all know from experiences at saleyards quality always sells.

These strong product prices across all products will not last forever  so to invest in branding of our animal products when times are good, seems like a good move to protect prices in the future.

Do you sell under any agricultural brand and are you happy with the return for your commitment?

Small NZ farms needed to attack the global market and brand themselves as quality, boutique-style producers, an industry professional says in the Taranaki Daily.At a conference for Smaller Milk and Supply Herds (SMASH) in Hawera last week, director of agriculture for Massey University Professor Jacqueline Rowarth said branding was the key to breaking into small but lucrative global markets.

"It is five times more important than advertising. Branding is vital and though you are termed small herds, remember that gives you the innovative edge," she said. The latest overseas trends showed that consumers wanted safe, sustainable and fresh seasonal food, produced through the humane treatment of animals and workers.New Zealand legislation provided just that, Professor Rowarth said. One example of this was consumers in Japan who wanted to know exactly what farm their butter or quarter of lamb came from.

Federated Farmers chief Conor English said one of the reasons the federation had a strong interest in the Government's policy on rural broadband was so such branding efforts would be available to farmers."When you have a broadband connection it enhances your ability to communicate with your customer on the other side of the planet," Mr English said. Farmers would then have the opportunity to have live streams from their farms. Customers could then see their products, ask questions about them and find out where they could be purchased on their local high streets, he said.


 

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1 Comments

I agree entirely. Our primary sector seems overly concerned about rationalising supply chains etc in NZ, looking at the Fonterra model as one that can be replicated across the board. The truth is there is very little to be gained from this. What industries such as meat and wool in particular need is a quality brand in the market place that commands a premium. If that is achieved, the supply chain will take care of itself as it will want to be attached to such brands. Producers need to get behind the likes of Just Shorn if they want long term, sustainable improved returns.

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