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download a full colour brochure here. - INZBC

THIRD ANNUAL

AGRICULTURAL AND HORTICULTURAL

OUTLOOK SUMMIT

29 & 30 MAY 2012 - AMORA HOTEL, WELLINGTON

OPPORTUNITIES, CHALLENGES AND WHAT THE FUTURE HOLDS

A STRATEGIC VIEW OF THE PATH AHEAD

Prof Sir Peter Gluckman,

Chief Science Advisor,

Office of the Prime Minister’s Science Advisory

Committee

Keith Cooper,

CEO, Silver Fern Farms

Bruce Wills,

President, Federated Farmers

Prof Jacqueline Rowarth,

Professor of Agribusiness,

Waikato Management School

Dr Max Kennedy,

National Manager Biological Industries,

Ministry of Science and Innovation

Bill Falconer,

Chairman, Meat Industry Association

BUY 1

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Ian Proudfoot,

Head of Agribusiness,

KPMG New Zealand / Asia Pacific

Chris Kelly,

CEO, Landcorp Farming

Supporting Organisations

Official Publication


THIRD ANNUAL

AGRICULTURAL AND HORTICULTURAL

OUTLOOK SUMMIT

DAY ONE - 29 MAY 2012

8.30 Registration and coffee

9.00 Opening remarks from the Chair

Prof Jacqueline Rowarth, Professor of Agribusiness,

Waikato Management School

9.10 Ministerial Address

The Minister’s availability will be confirmed closer to the time of

the conference

9.40 Branding New Zealand: Creating a competitive,

sustainable future in overseas markets through

leveraging the New Zealand image

Learn how exporters can best leverage the “clean, green” New

Zealand image to increase market penetration and demand for their

products, while differentiating from the competitors.

• Strategies for creating a strong brand awareness in export markets

• Building brand awareness into Brand Equity – where consumers

see the “worth” and value in their purchase.

• Leveraging the New Zealand image in ways that suit their offering.

Silver Fern Farms – 100% Made of New Zealand – the land the

people the place.

• Segmenting the market to target the right consumers for your

offering. Understanding – your consumer

Keith Cooper, CEO, Silver Fern Farms

10.30 Morning break & refreshments

10.50 Insights for the future: A global view of the next five

years

Combining economic trends and international exchange rates this

presentation will merge political, economic and industry information

to provide a complete overview of the opportunities and challenges

within the global agricultural and horticultural markets.

• Where commodity prices are heading

• Which markets you should be tapping into now for long term

sustainability and growth

• What forces will be shaping the agricultural and horticultural

markets in the next five years

Ben Russell, General Manager, Rabobank New Zealand

11.30 The “Hows” and “Whys” of Landcorp’s activities

A leader in New Zealand agriculture; Landcorp’s CEO, Chris Kelly,

will discuss the sustainable use of resources, farming best practices,

continuous improvements in farming systems, value chains and the

international market.

Chris Kelly, CEO, Landcorp Farming

12.10 Emerging economies as major players

As the economic state of Europe hangs in the balance, the growth

of New Zealand export lies in identifying new, high value export

markets. Emerging economies offer a burgeoning affluent population

to which New Zealand can market premium products in return for

premium prices. Gain an understanding of which economies may

be the driving forces of the future, and how best to secure a leading

position within these markets.

China

Opportunities exist to provide high quality foods to the emerging

wealthy population, provided produce is developed to match the

expectations and tastes of this defined market. This session will

provide you with insights on emerging food trends within this country

and how New Zealand can develop products to meet these needs.

Graham Kearns, Director, New Zealand China Trade Association

12.40 Chinese Case Study: EasiYo

Exporting to Asia since 2005, Easiyo now sell over $30m offshore.

CEO Paul O’Brien will discuss distribution models which have been

successful in the Chinese market, as well as tips on best practice

while working in China.

Paul O’Brien, CEO, EasiYo Products Limited

1.30 Lunch break

1.50 ASEAN - Our second trading region

• Why ASEAN shouldn’t be flying under the radar

• Mature and emerging markets – opportunities and challenges

• An ASEAN strategy – how NZ Inc can engage with a diverse but

promising trading partner

David Catty, Director, ASEAN New Zealand Business Council

2.20 ASEAN Case Study: New Zealand Apples to Thailand

Mr Jono Wiltshire, Sales & Marketing Manager, Apollo Apples Ltd

2.40 India

India is home to a 200 million strong middle class with a rising

disposable income – what is the potential for New Zealand produce

within this market? The commercial realities of doing food business

in a country which has huge diversity of tastes and preferences

informed by cultural and religious norms will be discussed, alongside

key practical aspects like labelling and food standards, as well as the

typical supply chain for food in India.

Prashanta Mukherjee, Director, India Horizonz

Deputy Chair India New Zealand Business Council

3.10 Indian Case Study: How Pipfruit New Zealand overcame

the challenges of trading in India

• Tariffs

• Technical barriers

• Accessing customers

Gary Jones, Manager of Membership Services,

Pipfruit New Zealand

3.30 Afternoon break & refreshments

3.50 Russia, Belarus, Kazakhstan

Russia is one of the world’s biggest food importers, with Belarus and

Kazakhstan providing Russia with a significant amount of agricultural

and horticultural produce. A huge potential exists for New Zealand

to become involved in the nutrition sectors of all three countries. The

session will focus on the opportunities within these markets and will

suggest practical strategies for achieving success.

Stuart Prior, Chairman, Prior Group

Stuart is the former New Zealand Ambassador to Russia

4.20 Russian Case Study

4.40 Collaborating in export markets to gain competitive

advantages

While potentially difficult to achieve, the benefits of collaboration in

securing your position within export markets can be the difference

between success and failure. Learn from companies which have

achieved successful export partnerships as they share their wisdom

and experience in the following areas:

• Strategies for selecting potential export partners and identifying

what strengths each have to contribute

• Advice on common stumbling blocks and how to avoid or

overcome these

• Creating a sustainable, competitive, profitable working model

Steve Trickett, Director, AVANZA Ltd

5.10 End of day one & networking drinks


www.conferenz.co.nz/agri

DAY TWO - 30 MAY 2012

9.00 Welcome back from the Chair

Prof Jacqueline Rowarth, Professor of Agribusiness,

Waikato Management School

9.05 Keynote Presentation

Prof Sir Peter Gluckman, Chief Science Advisor,

Office of the Prime Minister’s Science Advisory Committee

9.40 Creating an industry strategy – the path ahead

The report ‘Agribusiness Agenda 2011 – Realising Global Potential’

which was released by KPMG indicates that an overall primary sector

strategy is required for New Zealand if it is going to continue to

perform strongly in overseas markets.

According to Ian Proudfoot, “the challenge is to be more than

good; we’ve got to be exceptional”.

• Where New Zealand primary industry needs to be in the next 10

years, and actions which will need to be taken in order to realise

this

• Marketing of New Zealand produce to achieve scale in global

markets

• Strategies for winning and leading on the world agricultural stage

Ian Proudfoot, Head of Agribusiness, KPMG New Zealand / Asia

Pacific

10.20 Morning break & refreshments

10.40 Industry Updates: A strategic outlook on three

key sectors

Dairy

11.20 Meat

An overview of the challenges and opportunities which face this

sector over the next three years; with a focus on future growth plans,

commodity pricing, where new demand is coming from and ways of

creating higher value exports.

• Practical examples of companies producing high value export

products

• Actions the industry is taking to achieve growth plans over the

next five years

• Optimising products to tap into niche markets

Bruce Wills, President, Federated Farmers

The Red Meat Sector Strategy report published in 2011 has

identified a number of concerns around the long term profitability

and sustainability of the red meat sector. The report presents

possible actions to alleviate these long term issues, stating that

the benefit of alleviating the problems identified may result in an

increase of New Zealand’s GDP by 1.3%, equating to a real value

change of $3.4 billion in 2025. Are the solutions presented practical,

however, and will they be embraced by the industry so as to move it

forward into the next five years?

• Implementation of strategies identified – success to date:

• Strategies being implemented to ensure that change is

sustainable

Bill Falconer, Chairman, Meat Industry Association

12.00 Horticulture

The horticulture industry is currently facing a number of critical

challenges. What is their response strategy to deal with these new

challenges, and what steps are they taking to maximise profitability

and increase market penetration in export markets?

• Effective strategies being implemented to overcome current

challenges

• Measures taken to increase profitability within this sector

• Innovation – what’s the next big thing?

Glenn Pool, General Manager,

The Fresh Fruit Company of New Zealand

12.40 Lunch break

1.30 Improving agricultural and horticultural productivity

Increasing productivity from existing land is crucial if we are to meet

future produce demand. A plethora of potential methods exist but

how many are being implemented, and to what degree of success?

• Succinct case studies providing practical examples of how

farmers have increased productivity

• Innovative products and process - how these methods can be

implemented in order to increase efficiencies and revenue

• Balancing New Zealand’s environmental concerns with increased

production demands

Dr Max Kennedy, National Manager Biological Industries,

Ministry of Science and Innovation

2.10 NZ Freshwater: Scientific and technical challenges in

defining and enforcing limits

While the NPS highlights the fact that “setting enforceable quality

and quantity limits” will be the key to ensure its objectives are

achieved, determining these limits presents a set of scientific and

technical challenges. The following challenges will be discussed:

• Does the current data set on water quality and quantity give us

sufficient information to be able to set limits?

• The form of limits – a set number versus a formula versus an

adaptive approach

Prof Richard McDowell, Senior Scientist, AgResearch

3.00 Afternoon break & refreshments

3.20 Case Study: Adding value to our exports

This session will focus on strategies for developing a successful

presence in overseas markets.

• Positioning your product as premium within an export market

• Measures for overcoming barriers – pricing, costs, logistics,

distribution

• War stories: advice on potential hazardous areas and how to

avoid them

Mr Simon Berry, General Manager, Whitestone Cheese

4.00 Closing remarks from the Chair and end of conference


THIRD ANNUAL

AGRICULTURAL AND

HORTICULTURAL

OUTLOOK SUMMIT

29 & 30 MAY 2012 -

AMORA HOTEL, WELLINGTON

Brochure Code: CF016 A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

EXHIBIT AT OR SPONSOR THIS EVENT

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make sure you gain competitive advantage in your markets by sponsoring

this event. To discuss the range of opportunities available, contact:

sponsorship@conferenz.co.nz or call our team on (09) 912 3616

REGISTER TODAY

Online www.conferenz.co.nz/agri By phone 09 912 3616 By email register@conferenz.co.nz

SECOND TICKET HALF PRICE

Register two people from the same organisation at the same time and the second ticket will be half price.

DELEGATE PRICES Early-Bird Full Price

Register & Pay before 5pm 17 April 2012 Register & Pay after 5pm 17 April 2012

AGRICULTURAL AND HORTICULTURAL

OUTLOOK SUMMIT

$1995 plus GST SAVE $300 $2295 plus GST

HOW TO PAY

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Direct credit to our bank account (please supply details of remittance)

BANK: The National Bank, North Shore Corporate

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WHAT HAPPENS IF I HAVE TO CANCEL?

You have several options:

• Send a substitute delegate in your place

• Confirm your cancellation in writing (letter, fax or email) at least ten

working days prior to the event and receive a refund less a $300+GST

service charge per registrant. Regrettably, no refunds can be made for

cancellations received after this date.

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