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William Davidson 125“Show Me theMoney!”Emeritus vice-president of the NationalCattleman’s Beef Association (NCBA) in the USand former International Meat Secretariat (IMS)director, John Huston, shared his observationsof meat promotion campaigns undertaken inAustralia, France, US and England.‘Show Me The Money!’ was the recurring theme – ‘borrowed’from the Jerry McGuire film – that rang out through John Huston’sWilliam Davidson presentation. He shared his conclusionson where value needs to be added to meat products.“Consumption of red meat is still under attack from the researchers,vegetarians, food scientists, animal rightists, environmentalistsand media, who are all telling consumers to “cutdown on red meat”, he said. The answer is to tell them that“red meat is essential in our diets” and is a foundation food ofhuman evolution.Huston linked animal welfare concerns to the environment, becausein consumers’ eyes they are two interdependent ‘societyconcern’ type issues that are both promoted and managed byprotest groups. Both are also very prone to what he called‘mediatisation’ – being promoted in the media without concernfor scientific basis of fact.The ever increasing growth rate of the organic/natural food marketwith a growing number of farmers, processors and retailers,like Commonsense Organics in New Zealand and WholeFoodsin the US, dealing solely those products reflects consumers’concern about the above two issues. US producers are lookingto Europe as a possibly untapped market, Huston said, but heasked if consumers would be willing to pay premium prices?There are five areas where the global meat industry must managefuture risks, :oooooWe must look at how food animals are raised to satisfyconsumer demandsWe must maintain knowledge of nutrition, health and howmeat fits inWe must take note of the faster market growth of naturaland organic meats over conventional“Thinking globally, acting locally”Food versus fuel or ‘food miles’Five ways to add valueOver the two days, William Davidson presenters highlightedfive ways that value can be added to good quality raw meatmaterial.oooDeveloping new cuts for modern lifestylesResponding to market needsAttending to presentationKnowing your market segmentoandAccording to Geoff Ross of 42 Below, ‘telling a great story’.John HustonEmergence of the Godzone Lamb Club Sandwich!Proprietary Brand/ story/ terroirProvenance/ appellation (e.g. Canterbury)Brand New ZealandConsumer segment (kids, oldies, etc.) and eating occasions (special,mid-week, etc.)Clean, green impeccable environmental/ welfare credentialsSuper safe, high integrity supply chainCustomised Sandwich Fillings for:UK Korea Japan USA UAE etc.Professor David Hughes of London’s Imperial College hasdeveloped the ‘Godzone Lamb Club Sandwich’. Know yourmarket ‘segment’ not ‘niche’, he advises. Using his ‘clubsandwich’, he advocates customer strategies, not countrystrategies, customised for different markets, whether theybe within the UK, US, the United Arab Emirates or China.Copies of the presentations are available at www.williamdavidson125.co.nz.44Food New Zealand
Vitafoods International,GenevaKarl CrawfordTraveller’s TaIlI was invited to speak at the Vitafoods International threeday conference in Geneva in May – and accepted with alacrity.The work we are engaged in at HortResearch with new ‘superfruits’gave me plenty to talk about.The conference runs alongside the Vitafoods InternationalExhibition and Finished Products Expo that, organisers claim, isthe leading exhibition of its kind in Europe. The show attracts400 exhibitors, many of whom launch new products. The buzzproducts are Omega-3 (surprise!) plus all manner of antioxidantsin many forms for all possible uses.The event combines nutraceuticals, cosmeceuticals, andfunctional foods and drinks into one huge visual feast (sorryabout the pun). It’s it’s really about food, however, more aboutingredients, macronutrients and supplements, and there is ahuge amount of interesting stuff on show.NZTE PavilionA new feature of the event was the New Zealand pavilion,supported by NZTE, where New Zealand’s growing naturalproducts industry pitched its products. Eight New Zealand companiesexhibited in the pavilion and a number of others had apresence linked to the NZ PavilionooooooooooComvita Ltd - www.comvita.comHealtheries of New Zealand Ltd - www.healtheries.co.nzNZ Grapeseed Company - www.extractsnz.co.nzManuka Health New Zealand Ltd - www.manukahealth.co.nzJust the Berries Ltd - www.justtheberries.co.nzHortResearch - www.hortresearch.co.nzSeaDragon Marine Ltd - www.seadragon.co.nzRMF Nutraceuticals - www.rmfnutraceuticals.co.nz/Market New Zealand - www.marketnz.co.nz/Natural Products New Zealand - www.naturalproductsnz.org/Comvita’s Claire Newlands was very impressed with theshow. “We didn’t expect to actually do any business but havefound some very good contacts with UK companies and others.Some of them are very positive about our unique Manukaproducts. It’s been good to have the NZ pavilion to help ourbranding. NZ is a very well respected ‘brand’ she said.Healtheries’ Brian Dewar was equally impressed, commenting,“We’ve got some genuine leads, but will know in sixmonths if it really has been worth it. We’ll decide to come backon the basis of the business we pick up here.”Just the Berries was represented by Simon Tavendale whowas surprised to find that the neutraceutical properties of blackcurrantsweren’t well understood in Europe. “We’ve discovereda real opportunity here,” he said.Karl CrawfordGoing it aloneA number of New Zealand companies were exhibiting outsidethe NZ pavilion and I took the opportunity to chat withthem about the Expo.Ben Winters, of Aroma New Zealand, which marketsGlycOmega, aStabilised Greenshell Mussel Powder for joint health, wasthere for the seventh time, in their regular spot. Clearly his companybenefits from the exposure. “We have a unique NZ ingredient,which is a real selling point” he said, echoing ClaireNewlands.July 200745
Page 1 and 2: July 2007NZ’s Authority on Food T
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