Ora : a market lead strategy

While the New Zealand sheep meat industry has been able to maintain relative profitability through continued production improvements and a reduction of costs, the increasing level of competition from cheaper sources of protein makes it difficult to see a sustainable future based on a production focussed model. As agricultural markets continue to become more competitive, progressive New Zealand primary producers will need to turn their attention away from production focussed operating models and competition based on cost leadership, in favour of greater differentiation and attention to the role of marketing.