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2019

Putting the food back into food: What will it take for our primary industry to produce nutrient-dense food?

Executive Summary

“Let food be thy medicine, and let medicine be thy food” – Hippocrates. The idea of food-as-medicine has been around for many years. It is not until recently that consumers are leading the charge, prioritising products and ingredients that are novel, nutritious, locally sourced and ethically produced.

In both a local and global context, primary industries are facing challenges with changes in consumer behaviour. These are often strongly driven by social media trends and awareness of environmental factors involved in the methods of growth and production of food, leading to shifting food purchasing trends. The New Zealand primary sector is no different to other global producers, however an increase in the focus by the public on ‘food-as-medicine’ is creating an opportunity for New Zealand producers to fill a potential gap in the market.

Increasing demand for nutritious, safe and healthy food grown in an ‘environmentally friendly’ way has become ever more prevalent. It is well documented there is a continued and alarming rate of increase in preventable diseases, especially of the non-communicable diseases (NCD) type such as cancer, heart disease and diabetes. This trend allied with potentially catastrophic pressures on our environment, especially in the form of climate change, gives rise to a combination of major challenges for society as a whole but especially for agriculture and medicine globally.

New Zealand is in a position to take advantage of this situation and create strong markets due to its size, relatively highly educated (by global standards) agricultural workforce, and innate ability to innovate rapidly. It can add value to its export (and domestic) markets by way of capitalising on the astonishing lack of focus that has so far been paid to the nutrient content of food by consumers and producers. This will empower farmers to become educated and focussed on healing, enhancing and protecting the soil from which they derive their livelihood. It will also pass on a worthwhile heritage to future generations, while simultaneously positioning itself as a global leader in premium nutrient-dense food production.

My aim for this commentary is to create a discussion piece for our industry leaders and to help the primary sector develop a potential common goal or value proposition. I want to challenge our thinking about how we tackle the changes that are facing our industry.

This research uses a combination of a literature review and qualitative analysis. This allowed me to apply critical thinking, draw key themes and identify areas of key importance.

From this research, my recommendations include:

  • Market a strong value proposition for our primary industry and gain support from the government, to ensure we have economic viability
  • Facilitate better education for our growers, farmers and our own consumers, so they have the ability or option to produce and/or consume nutritionally dense food
  • Create better collaboration between leaders not only within the primary industry, but across the nation
  • Implementation of soil measurement and consistent production standards so that we are genuinely producing nutrient-dense food

More work is required to understand how soon testing of our food will be economically and practically viable, thereby changing the economic landscape for our producers. The inevitable increase in value of what they produce will be reflected in what extra profit will accrue from the production of nutritionally dense food – not the volume. This will simultaneously bring enormous quantifiable benefit for the environment.

With change comes opportunity, and challenges, to evolve our market strategy and to feed our families and the world with more nutritious food. Growth occurs at the border of challenge and support.

Genetic gain opportunities: a trans-Tasman comparison.

Executive Summary

The story of the herd improvement industry in New Zealand is the story of a long history of great innovation, on a scale not replicated anywhere else.  A complex industry of science, human resources and innovation, dairy farmers wherever you go are a resourceful bunch.  They are plying their trade across many facets such as animal science, animal welfare, human resources, soil science, engineering, finance just to name a few.  Priorities over different areas of the farming business shift over time depicted by financial pressures, available resources, environmental pressures and in more recent times animal and environmental practices which are being called into question.  The purpose of this project is to try and dig deeper into some of the conversations I come across every day during the course of my work on Tasmanian dairy farms.  What is the difference between New Zealand and Tasmania?  With increased reliance on grain inputs in Australia, how does New Zealand produce what they do on just grass?   “They have better grass”  “It just grows better over there”, “Its just different”  “it’s a more even growing season”.   I wanted to find out more about these off the cuff comments, and see just how different the two industries are, from a climatic and environmental point of view, and at the core of the dairy business, the dairy herd. 

Comparing Tasmania to the West Coast, Tasman, Marlborough region, on the same latitude line, my research suggested the two areas are very similar in climate, annual rainfall volumes and temperatures, and should have reasonably similar opportunities to grow good quality grass.  Both have similar numbers of herds, and herd sizes.  Tasmania features slightly higher in per cow production, but has narrower margins.  Both regions have access to good cow genetics from around the world. 

Singling out herd improvement – one of the biggest drivers of New Zealand dairy production gains over time, I carried out a survey of 37 dairy farmers in Tasmania to find out what is influencing the breeding, and how they are reacting to the operating environment in Tasmania.   The survey population was a mixture of farm sizes and breed of cow.    I looked at the answers and attempted to seek out any correlations.

The stand out opportunity is the way dairy genetics are managed.  The lack of herd testing uptake is evident in Tasmanian herds when compared to their New Zealand counterparts, not only that, those that do herd test don’t have easy access to software that makes cow selection on performance simple and accurate.   As a direct result of the small numbers of farmers herd testing, Datagene, Australia’s dairy genetics evaluation body has placed an increased reliance on predicting genetic merit through DNA testing, as opposed to herd test data which would be the case in New Zealand.   Yes, accelerating the opportunity of genetic gain by not having to wait considerable time for bulls daughters to hit the dairy herd for proving, but placing large weighting on a system which is less reliable than that of daughter proving data. 

My findings suggest there needs to be better education and more information from industry bodies around the financial benefits of herd testing, more so the implications of not herd testing.  Tight margins and cost cutting at the farm level are partly to blame, but the immediate monetary savings of not testing are well outweighed by the production losses bought about by losing genetic gain and efficiency.  A 70% uptake in the New Zealand region versus 30% in the Tasmanian region is a stark contrast.  From my experience, the benefits of herd testing in New Zealand have never been called into question, and in tight times become even more important.  Tools such as MINDA, New Zealand’s herd management system, and herd testing have been an integral part of the dairy farmers arsenal since herd testing was rolled out 110 years ago in 1909. 

Recommendations:

  • As an industry – look at ways to increase herd testing uptake to enable targeted selection pressure on low performing animals
  • Further educate farmers and software providers the basics of sire selection indexes and daughter proven vs genomic proofs, heritability of traits vs environmental, and make visible the financial benefits of good genetics and selection pressure.
  • Streamline data on farm to record ancestry and increase outcrossing at an individual cow level.

Farmer Storytelling: Navigating our narrative.

Executive Summary

The Primary Industries have long been described as the economic backbone of New Zealand, with farming businesses being a way of life since before anyone can remember.

Not too long ago, many of the city dwelling population had an Uncle and Aunt, or Grandparents, or family friends on a farm, that provided that nostalgic connection, and understanding of what it means to live and work on the land.

With an increasing national population year on year since 1950 from 1,908,000 to 4,468,457 in 2012 (New Zealand Population, 2019), the increase of those living in urban areas from 69.6% in 1991 to 71.8% in 2006 and the decrease of those living in rural areas from 12.2% in 1991 to 12% in 2006 (Stats NZ, 2019), the need for understanding what it is that the rural sector does and its role in our national brand is increasingly important.

The concept of storytelling can bring to mind thoughts of painting a positive picture of a company or industry, and not acknowledging any other aspects in order to please an audience (Fryer, 2019).

Whilst this is certainly true can also be used as a vehicle to get accurate information, in a relatable way, to a target audience, to create an impact, and it’s this type of storytelling that could be the answer to bridging any gaps in education, perception, understanding and relatability that the rural sector are experiencing currently.

Rural New Zealand have heard the message loud and clear from its industry bodies and advisors across the board; get out there and tell your story.

But is it that easy?

And do those of us on the ground know where to start?

Preventative measures to combat food fraud and actively protect our New Zealand brand

Executive Summary

This research report is a literature review of the current climate and future sociopolitical environment prevalent in New Zealand’s food sector today. Specifically the possibility of food fraud on international and domestic produce is highlighted. The current actions that producers and companies are employing to prevent such adulterations or fraudulent activities along their supply chains is also explored.

Food exports, Year End 2017, accounted for $30b of a total of $76.3b of New Zealand’s Gross Domestic Produce (New Zealand Trade and Enterprise,2018) and as such is a link to our country’s ‘Taste Pure Nature’ (Beef and Lamb, n.d.) image internationally. Ramifications and negative economic impact across the whole food and fibre sector in New Zealand is a possibility if incurrences of food fraud attached to a New Zealand product is detected.

Ultimately this research report aims to identify potential weaknesses or emerging risks and the resultant opportunities in our domestic and export food sector supply chains so as to avoid or limit food fraud opportunities. Understanding the increasingly complex natures of food supply chains and any current premeditated practices to mitigate food fraud is of high importance in our country’s current food market. A further understanding of the many differing types of food fraud is imperative in understanding what producers and exporters are currently facing. Therefore this report looks in to preventative measures to combat food fraud and how the food and fibre sector, alongside government can actively protect our New Zealand brand

 

Wool Image: Being Heard in the “Post-Truth” Era.

Executive Summary

This research is in the form of a literature review which is precised here. The post-truth era is defined and accepted as a genuine, although not as a new phenomenon.  Writers are discussed who blame post modernism for the post-truth Era.  In this work the author elucidates the reasons why post modernism and wider philosophy can be seen as part of our coping strategy, for dealing with the post truth world, rather than the cause of this “modern” condition. In addition to an entreaty for a mindset shift towards the state of Aporia (the ever-open mind/ a state of puzzlement where there is joy and adventure in the not-knowing), the author makes four key conclusions- that New Zealand Merino and other organisations need to have/ develop ceaselessly, a defined Purpose, work with Authenticity, embrace Truth and build Connections, developing bands even with unnatural allies. 

 

Breeder finisher collaboration.

Executive Summary

Increasingly consumers want to know where their food has come from and how it has been produced.  Confidence in food safety, animal welfare, and environmental practices is paramount.  High value market opportunities requiring a clear and traceable provenance story linked back to the birth of an animal, are developing quickly.  

Livestock in New Zealand are commonly traded from a hill country breeding farm as store stock, onto a flatland specialised finisher to be grown out to prime slaughter weights.  Presently there is a lot of insular and opportunistic behaviour of trading livestock through sale yards with no clear business relationship between the breeder and finisher and a breakdown in the transparency of the provenance story.  

Consumers in the market are driving the requirement for increased transparency and traceability through quality assurance programmes providing verification of the provenance of the food they’re eating.  This can be seen in higher value markets where retailers require lamb and beef to be certified from birth to slaughter through validated accreditation standards.  

This report investigates the current opportunities for livestock breeders and finishers to collaborate, bringing their farming systems closer together so that the provenance story is not impacted by the sale of store stock to a finisher.  Where collaboration is currently occurring, this report looks at what sales models are being utilised to determine the trade price from breeder to finisher.

It is understood that farmer producers differ in how they wish to conduct their business relationships and whether they have a desire to be more collaborative or prefer to operate in a spot market.  For our customers who are demanding strength of our provenance story, to enhance livestock breeder finisher collaboration I recommend:

  • Livestock processors and marketers promote the awareness of producer group type structures and engage more breeders and finishers into these supply programmes.
  • Livestock processors and third-party agencies embrace collaboration, developing and enhancing the skillset of livestock and procurement agents in identifying and connecting suitable breeders and finishers and facilitating these relationships.
  • Further in-depth analysis be carried out by a data analyst into the development of a pricing model for the trading of store category livestock between breeders and finishers.

Integrating pasture raised egg production into an existing farming business: A business plan.

Executive Summary

With increased protein demand from the agriculture sector, ever increasing compliance costs and high land prices, adding more operational layers and diversity to an existing system is an option to some businesses.

This business plan focuses on integrating pasture raised egg production into an organic dairy farm but has relevance to any farming system.

The worldwide demand for eggs is increasing with most consumers in the EU already preferring to purchase free range eggs. Caged eggs are being phased out of New Zealand supermarkets by December 2022. The industry is expecting supply deficits due to the change in practice.

The initial idea was to have the birds following a dairy herd in a New Zealand grass based rotational system, but after talking with some of the interviewees this would have risks with smothering and animals becoming lost from the flock. The research shows better results could be gained through fertility transfer by focusing on poorer paddocks.

The low initial set up cost and payback modelled over 2.25 years makes it an attractive investment to be part of.

The pasture-based model has high social licence to operate characteristics which is being demanded more by consumers and the sector is expected to continue the growth its currently experiencing.

Using ‘Meat for Kids’ as a vehicle to enhancing children’s knowledge about agriculture.

Executive Summary

Currently one fifth of New Zealand households don’t have enough food for active and growing children to support physical and mental development. Disadvantages such as these aren’t isolated to other parts of the world, this is happening on our door step.

It’s common knowledge that children need to have their nutritional needs met to have greater success in the classroom. Many industries have entered into the fray to address this issue yet Kids Can still endures a huge waiting list of schools, in the desperate 1 to 4 decile range, searching for external funding for solutions to this problem. 

First Light Foods NZ are in the early stages of trialling a ‘Meat for Kids’ project starting in Hawkes Bay, to provide a low cost-industry good, balanced and nutritious meat-based meal twice a week to children in this situation. Although initially small the intent of the programme is to cover the length of the country to meet the 22% of children that go hungry at least once a week, at the coal face with a warm meat-based meal, that is externally approved by health organisations.  

The ‘Meat for Kids’ programme has an excellent opportunity to open the door and educate the industries next consumer and also potential workforce. The literature has convincingly shown that children aged 6-9 are most receptive to influence than at any other time of our life. Therefore, in using the ‘Meat for Kids’ initiative as a vehicle to go direct to the children an obvious platform presents itself for the food industry to make a meaningful impression on their life. 

As an industry we spend a lot of resourcing promoting the industry throughout secondary schools, which the research has shown is not the most effective age group we should be targeting. Looking through the current organisations that are driving resources from our industry into schools, we can see a trend of barriers, primarily in teachers, with their ever-growing workload, it poses the question – how can we avoid this barrier and go direct to the children?

Through a research survey conducted with teachers throughout NZ seven key areas were identified to successfully capture and maintain a child’s attention. From these points of engagement as outlined in the findings of the report, the recommendation of a set of competition cards was born. 

The utopia of these findings will be a greater NZ where all children have access to a nutritious diet, that allow everyone an equal opportunity to learn and develop without circumstantial disadvantages. And also, where the whole of society has an understanding of where their food comes from and that they are active positive contributors to that value system to promote its prosperity.

 

Old dogs, new tricks: An exploration of age and its influence on health and safety in New Zealand’s primary sector.

Executive Summary

Being a great food producing nation comes at the price of almost 20 lives per year in New Zealand. Agriculture records the highest number of deaths of all industries and improving these statistics has proved a challenge for successive regulatory bodies, industry groups and farmers themselves.

Almost a quarter of these deaths are those aged in their 60s and when combined with the number of workers over the age of 70 the group makes up almost half of all fatalities on-farm.  It raises the question of what influence one’s age has on health and safety behaviours and outcomes?

This report endeavours to uncover at what age people are being fatally injured, how they are being fatally injured and if attitude towards health and safety is varied across age groups. This report considers the 154 deaths on New Zealand farms between 2011 and 2018, and the views of five WorkSafe inspectors and 76 farmers aged between 19 and 73. It also takes a look at past research and reporting on health and safety progress and prohibition in New Zealand.

The research uncovers a challenge to all in the rural health and safety system; that when farmers are at their most experienced and perceived to be most adept at assessing risk they are also being fatally injured in the highest numbers. And while experience reigns high at this age, so do a decrease in cognitive ability, physical limitations, overestimation of ability and a decrease in responsibility as farmer’s face mortality.

Leadership, education and a sense of responsibility should be encouraged from a young age in order to create sustained generational change. And by looking at the gaps in knowledge and approach; and focussing on motivating factors in certain age groups we can improve health and safety behaviour and outcomes on New Zealand farms.

As an industry, we now need to engage with those in their early career years to create sustained generational change, utilise the theme of responsibility in working to engage all farmers in health and safety and alert industry to the four factors this research considers contributing factors in older farmer fatalities.

Grower’s role in promoting the value of New Zealand Kiwifruit: Mechanisms which encourage the use of good practice to create a positive identity for social license to operate.

Executive Summary

New Zealand’s kiwifruit industry which sells a high-value product may have the opportunity to utilise improved social capital to strengthen its leading position. This report analyses the kiwifruit industry’s position in gaining social licence to operate and argues for communication mechanisms which will create socioemotional value and thus social capital amongst stakeholders to form SLO with the aim to ultimately create value and sustainable longevity of the kiwifruit industry for New Zealand’s kiwifruit growers.

Trust, a decrease of social distance between growers and their stakeholders, and a strong understanding of grower drivers are critical communication mechanisms to encourage best practice by New Zealand’s kiwifruit growers. Financial and non-financial incentives to encourage good practice are also analysed.