Primary Sector Marketers Forum
Exploring the growth opportunities for New Zealand’s food and fibre industries
Business strategy & development | Marketing | Customer engagement
5 Jul 2022Cordis, Auckland (Live or Virtual)
Registration and coffee
Opening remarks from the Chair
Overview of New Zealand’s primary industries
Understanding the dynamic local and global environment within which New Zealand’s primary industries are operating
- Understanding the impact of COVID-19 and geopolitics on the global trade and export environment for primary sector products – what does this mean for those operating in overseas markets and for those supplying the primary sector back home?
- How has the New Zealand primary sector stepped up to ensure the economic recovery of the country?
- Exploring how the industry has united to take a leadership position to strategically promote itself as an innovative premium product producer, open for business to the world
- Analysing the impact of COVID on sales and marketing of primary industries - how can organisations re-strategise to ensure continued growth
- Understanding the needs of global and local consumers in a constantly changing environment – what are the key trends that marketers need to understand?
- A look at how organisations involved in the primary industries are operating in a growing digital world
Professor Alan Renwick, Professor Department of Global Value Chains and Trade, Lincoln University
Primary sector sustainability drivers
- Sustainability as a core principle of provenance and production
- Sustainability is now becoming a core principle of trade – what does this mean for marketers looking to access international markets
- Understanding how the need to deliver sustainable land use is being driven by the by the desire of consumers to buy sustainably produced products
- How do New Zealand primary sector producers and suppliers best evidence and embody their sustainable credentials in order to achieve market premiums?
- Supporting the sector in adapting and moving New Zealand to a low emissions society
- Backing our world-class science and technology sector to partner with primary industries and create intelligent solutions to measure, manage and mitigate climate challenges
- Exploring how producers are looking for opportunities to leverage efficiencies in production and sustainable practice – how can suppliers support them?
Tessa Chilala, Sustainability Advisor, New Zealand Winegrowers
Trade and export
From the field to the shelves: Supply chain's role in business strategy
- Exploring how globally and locally disrupted supply chains have impacted producers, distributors and exporters to access their markets
- What is the impact of this on marketing and sales campaigns for producers and their distributors?
- Balancing supply and demand: Optimising current logistics and freight availability to suit demand – what does this mean for product planning and sales?
- Looking at both sides of the spectrum – the impact on both import and export and how this needs to be accounted for
- The impact of increasing shipping rates – how does this effect future pricing strategies
Sirma Karapeeva, CEO, Meat Industry Association
Marketing forestry services to people who don’t like what we are doing
- Foreign forest investors are buying farms to plant into trees. What is the impact both nationally and locally? Sorting the facts from the emotive rhetoric
- Position your brand within this environment
- Messaging to encourage tree planting by farmers, Iwi and other landowners
- How can we work together to achieve more trees within farms, rather than more tree farms?
Scott Downs, Director of Sales and Marketing, PF Olsen
Market strategies: Insights into approaches for entering into our largest export markets
- Learning about consumer behaviour in different markets – why is this a key consideration in your market strategy approach?
- Discussing different approaches that organisations can use to get their products into different markets – what are the most important elements that need to be accounted for?
- Sharing learnings from recent case studies – what to consider and not to consider when creating a market strategy
Kevin Parish, Co-Founder, KPLC Partners
Connecting with your customers & Storytelling
Experiential opportunities, enhanced or replaced with digital opportunity
- Calf Club NZ, A digital addition to an age old tradition - leading with passion and supporting our rural communities
- Re-imagining the customer engagement strategy
- Who are the young farmers of tomorrow, assumptions or reality
- Focused, is your product/service a solution?
- Inspiring trust and driving loyalty
Josh Herbes, Marketing and Operations Manager, Yield Marketing
New Zealand’s brand values | Understanding New Zealand’s story being told on a global scale
- The importance of ‘brand New Zealand’ in establishing a place for our primary sector products – in New Zealand and beyond
- The role the perceptions about New Zealand plays and how this impacts New Zealand’s produce in local and international markets
- Leveraging brand New Zealand as part of your market strategy
- Looking at successful exporters – insights into how our primary producers are faring in key markets
- Positioning the NZ primary industries and leveraging this opportunity to market our products to the world
David Downs, Chief Executive Officer, The New Zealand Story
Connecting growers with consumers to tell the "farmer, grower, fisherman" story
- Using the story to increase value of produce and receiving better feedback to improve and/or adjust to market requirements
- Enable farmers to share their data in permissioned and controlled way data to enhance provenance, food safety, biosecurity and transparency across the value chain
Klaeri Schelhowe, Executive Director, Trust Alliance New Zealand (TANZ)
Digital focus | Elevating the primary sector's digital presence
Case study: Collaborating with organisations to deliver the greater good for New Zealand’s primary sector | FMG Young Farmer of the Year
- Encouraging the farming sector to expand their skills through healthy competition
- Recognising the work being done by the primary sector
- How has NZ Young Farmer of the year become an integral contest for the industry to participate in since its inception?
Michelle Stevens, National Manager Sponsorship & Farmstrong Industry Engagement Manager, FMG
Case study: Catering to different audiences through creative advertising | Toyota Hilux
- From inception to delivery – the thinking behind the creation of this ad
- Discussing the unique approach to this ad that ultimately targets the rural audience but also the wider New Zealand population and their love for utes
- Providing insight into the challenges faced in creating the ad
David McIndoe, Chief Strategy Officer, Saatchi & Saatchi
Closing keynote: Sustainability and innovation showcase | Wools NZ
- Collaborating with growers and brands to educate the domestic and international market on the use of sustainable wool
- Assisting your stakeholders and customers in their sustainability journey by being a values based sustainability focused supplier
- Partnering with stakeholders, customers and retailers that align with your values and vision
- The role of innovation in growing your brand
John McWhirter, Chief Executive Officer, Wools NZ
Closing remarks from the Chair and end of conference
Next level sustainability in animal foods
- How manufacturers can make claims like carbon neutral more tangible for consumers and generate trust in their brands
- How corporate zero food waste initiatives can evolve to help consumers participate at home
- How brands are moving the conversation on regenerative agriculture from "do no harm" to "build a better future"
Megan Stanton, Associate Director, Mintel
Conveying New Zealand’s agritech story
- Effectively telling our agritech story on a global scale
- Showcasing New Zealand’s agritech value proposition in your marketing
Kylie Horomia, Head of Industry Transformation, WayBeyond & Executive Council, AgritechNZ