Getting on the front foot Anna Campbell

Three years ago

“The Black Caps, with their cocky new captain, talked themselves up a storm going into this test match. They got bundled out for 45 then slaughtered inside three days…”

Don’t write us off yet

What’s happening in the world?

Kraft versus craft

What does a consumer want?

Premium

Value

Consumer bifurcation

Fighting fire with fire

Change makers We need to be different & authentic

1. Asia & health

2. Business model change

3. Us

Asia & health

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Chinese Lamb Chinese Lamb Traced to Farm NZ Lamb NZ Lamb Traced to Farm 20% Discount in Price

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Eating Quality Food Safety Health Benefits Environmental Sustainability 20% Discount in Price

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“Let food be thy medicine and medicine be thy food”

Hippocrates

Business models We trust friends more than corporates and governments

Shift in trust Government to ‘Brand Ambassadors’

• Fonterra botulism scandal

• Power of ‘Brand Ambassadors’

Us

Putting the deer industry back on the front foot

• Shared vision • Willingness for honesty & candour

• What we want to be

• Willingness to challenge status quo

• Teamwork throughout value chain