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kellogg 2015

Gold3: Are we driving the right behaviour.

Executive summary

The issue of low taste being a significant risk to Gold3 was highlighted to growers very early in the Gold3 journey. Zespri was transparent with Gold3 growers about the risk and the fact that the answers lay with growers in ensuring they produced high taste fruit acceptable to the markets.

Zespri research efforts aimed at highlighting new orchard technologies to improve taste have been significant. Countless studies and trials have been done in an effort to better understand what drives high taste.

Grower engagement has been excellent from day one. Led by OPC (Orchard Productivity Centre), Zespri have used a fantastic extension programme to highlight key orchard behaviours which have influence on taste. Methods used successfully include field days, Webinars, Tech Forums, Infographics, and the availability of a plethora of easy to access information.

The Zespri payment model is complex and not easily understood by the average grower. Taste payments are designed to encourage good orchard behaviour but their effect is lessened if growers don’t fully understand the implications. Further work needs to be done to determine the percentage of growers who fully under stand the payment system and the relevant payment drivers.

The Gold3 payment system at present isn’t perfect and doesn’t adequately incentivise growers to provide high taste fruit. The 2015 Zespri Taste Review, which is currently under consultation, highlights several areas of improvement including making a higher Minimum Taste Standard and changing the TZG curve to increase the amount of money which is distributed through taste payments. These measures would likely achieve the stated goals of better rewarding growers for producing fruit the consumers want, as well as removing the tail of poor tasting fruit getting into the market.

There are several other methods of adjusting the financial model that should be considered. Re-introducing a Market Delivery Premium to those growers who provide high taste fruit would be something the growers would easily identify with. Growers are more likely to change behaviours in response to what they understand. Increasing the Gold3 Maximum Taste Payment percentage would achieve similar results to amending the TZG curve by better redistributing grower payments so more weighting is placed on taste. This method is likely to be more easily understood by growers and therefore has more potential to drive better behaviour.

If you wish to know more about this report, please contact the author directly or email us at programmes@ruralleaders.co.nz.

Maintaining and enhancing biodiversity on the land and the opportunities this poses for farmers.

Executive summary

Firstly, when I talk about indigenous biodiversity, I am referring to biodiversity that is native to NZ, much of which is found nowhere else in the world. 

Despite some views to the contrary, biodiversity is very much a part of all of our lives. It is in our back yards, our farms and our native forests. Without question, we all depend on a well-functioning ecosystem to provide us with things like fresh water, productive soils, sediment and erosion control and energy. We refer to these as ecosystem services, and they provide us with a whole bunch of things that are essential for our well-being, be they environmental, economic, cultural or social.

Our native biodiversity habitat also provides valuable recreation opportunities, and is very much a part of the kiwi psyche, and the landscape that makes NZ what it is. I must confess to being one of those individuals who is passionate about our native biodiversity, and much of my spare time is spent in the outdoors with tramping boots and a raincoat. I’m a 4th generation Waikato farmer, starting my career as a 50-50 share-milker, and now currently farming a 110ha drystock farm at Cambridge, with lots of trees, and an ongoing planting programme. I’m also an elected Waikato Regional Councillor serving a 2nd term, and consequently have a good understanding of the complex challenges faced by both landowners and Councils in this space.

This study is focused on the management of terrestrial biodiversity habitat and wetlands, and by association the many streams and rivers that are on, or inextricably linked to activities on private land. It is my involvement in the many ongoing debates on how to reward and assist farmers in the work that they do to establish the riparian buffers, and maintain and enhance the many forest remnants and wetlands that are on Waikato farms today, that has led me to choose this project.

I have a particular interest in the utilisation of markets, and the application of market based mechanisms to conserve and pay for the services that the ecosystem provides. This report focuses on applying this concept to the NZ farm business, with a view to incentivising and rewarding land use activities that optimise the opportunities that our natural capital provides. This means activities that respect and recognise the need for this natural capital to provide for both current and successive generations in a fair and equitable way, enabling a range of interests and values to be catered for. I have also visited the issue of freshwater and nutrient discharge allocation polices, because both manage the access rights to ecosystem services, and the allocation concepts are relevant to this discussion. Freshwater and the environments ability to assimilate pollutants are inextricably linked to a healthy ecosystem, and are without doubt beneficiaries of native ecosystem enhancement activities.

It is not easy to come up with fair and affordable solutions, and it never will be. But hopefully this small bit of work will contribute to the thinking, and help us work towards a better way to reward the work that forward thinking farmers are doing on their own land.

Stu Kneebone

‘Prime vs. Bull’ : Making more cents out of the beef Industry.

Executive summary

The New Zealand (NZ) beef industry traces its origins back to the first European arrivals to NZ. While cattle were initially used as draught oxen to provide food and for the purpose of improving pastures, they are now a major source of export in come for NZ farmers. Today NZ exports chilled and frozen table and manufacturing beef to the major world markets, with the majority of production going to either the manufacturing market of the United States (US) or high value markets in Asia and Europe.

On-farm, farmers make a decision every year as to what class of livestock they will finish over the following 12 months. The traditional beef system has been to retain castrated male and female calves from beef breeding herds, with stock then finished and sold as ‘Prime’ beef. Since the 1970’s, farmers have developed and maintained the bull beef industry, with male calves retained from the dairy industry for finishing and export, predominantly to the US market. Given that the product from both types of animal are exported to similar markets, the report findings indicate that it is the same external market forces which impact the returns to NZ farmers.

This report explores the major challenges in supplying beef to the world market and the external forces at play. It also investigates the future market outlook for NZ beef, the challenges and opportunities that the beef market faces, and how farmers can best take advantage of these.

The main findings of the report are: 

  • NZ beef production accounts for approximately 8% of cross-border trade making NZ one of the largest beef traders in the world.
  • Approximately 50% of NZ beef production is exported to the US market as both primal cuts and manufacturing type beef, illustrating the reliance of the industry on this major market.
  • There is a significant amount of work being undertaken both by industry (Beef & Lamb), Government and processors to expand the market for NZ beef and improve prices paid to farmers for livestock. This includes generic provenance marketing, Free Trade Agreements to achieve better access for NZ beef into high value markets and specialist breed based marketing programmes.
  • Farmers elect to farm either Bulls or Prime Heifers & Steers, or a mixture of both. The report findings indicate that farmers are best to farm stock suited to their specific farming operations rather than “farming for the market”.

David Kidd

The uptake of health and safety by dairy farming businesses in the Waikato.

Executive summary

New Zealand has a long history around agriculture. Over time farms have grown in size from single owner/operators to more commercial-based, corporate style farms. The average dairy farm size in New Zealand has grown to an average of 413 cows in the 2013/14 season (Walsh, 2014). Due to this growth farm owners have had to employ more staff in order to help their operations continue to function. As businesses have grown the health and safety issues associated with the agriculture industry have also continued to rise to a point where a person is having a fatal accident every 21 days on New Zealand farms (Worksafe NZ, 2015). This equates to 40% of New Zealands workplace deaths in 2014 (20 people for just this year alone) happening on New Zealand farms. Reported injuries that are farm related are topping 20,000 per year and these are only those being reported – there maybe more that go under the radar (Worksafe NZ, 2015). This is costing the country 34.2 million dollars annually in ACC claims (Worksafe NZ, 2015). 

I have chosen to put emphasis on the dairy industry in this report due to this industry topping the statistics as New Zealand’s most dangerous industry to work in (Worksafe NZ, 2015). In order to improve these statistics we need to look into how we can improve on the current legislation by understanding farmers current perceptions to wards health and safety especially in light of the upcoming changes to the legislation later in the year. This will come in the form of the Health and Safety Reform Bill which is currently before parliamentary process in order to be passed into law.

The aim of the report is to better understand dairy farm owners perceptions towards the current position of health and safety legislation on farm and how we could change health and safety practices on farm going forward.

Clint Gulliver

Sheep milking in New Zealand: An analytical review

Executive summary

The subject of my Kellogg Industry Applied Project is a discussion on the advantages and disadvantages for farmers investing in the production of sheep milk.

I have determined there is value in the compilation of a discussion document which identifies the key variables influencing successful commercial sheep milking business. These are current and potential dairy sheep industry dynamics and parameters, market and product opportunities, production cost structure based upon differing capital cost inputs, and the projected returns on investment.

My research is delivered as a discussion document due to the nature of my findings. Through substantial critical thought and analytical processes, I have found there to be many component permutations. This research could be extended into a fully-fledged business plan aimed at attracting investment into a new dairy sheep venture. 

The key elements of this report include:

  • Analysis of current industry strength, the identification of possible regional producer groups, and the availability of existing processing opportunities.
  • A comprehensive SWOT analysis.
  • An investigation of the potential supply chain model options both nationally & internationally.
  • An analysis of different sheep milk farming systems placed under different load pressures in order to assess return on investment viability.
  • An assessment of the opportunity to become a market (price) maker (either as an independent producer or collectively with others).
  • Key metrics will include capital expenditure requirements and potential ROIs, with sensitivity analysis to identify the risk and growth pain points.

This topic is of importance to me because it will provide the catalyst to develop an entry-level sheep milking business, capitalising on the intellectual property I have created through the project process. Sheep milking can provide a viable career or business pathway for me and my family. I would like to make a significant contribution to the industry and intend to take a leadership role within it.

Equally, this topic is important to the primary sector because it will provide business growth opportunities for traditional dry stock farmers to diversify, provide pathways for young people to build their careers, support the conservation of rural communities, improved returns for conventional sheep farmers (and others) through an additional income stream, and contributing to the preservation of a traditional pastoral industry.

Damian Buckley, Damien Buckly

Changing Perceptions of Health and Safety in Agriculture: Current farmer attitudes and frameworks for changing the culture.

Executive summary

Health and Safety in New Zealand’s Agriculture sect or is a hot topic both in the media and in farmer’s discussions. Due to high incidences of injury and deaths in agriculture, farmers are coming under increasing pressure to conform to current legislative standards; however there are multiple issues surrounding both the current and proposed legislation which have caused widespread confusion and frustration amongst farmers. 

The aim of this project is to explore the factors affecting current attitudes in Agriculture towards Health and Safety, and seek to understand how change can be brought about. It is not intended to be for the purposes of statistical analysis of future research; rather, the intention is to provide the reader with some understanding of the motivations and thought processes of farmers in regards to health and safety, and explore methods of bringing about change. A review of the projects being currently undertaken by government body WorkSafe NZ provides some context, however it is not intended to be an in-depth review or critique.

Relevant literature was reviewed and ten interviews with farmers were conducted in order to gain comprehensive insight into their perceptions on health and safety. Attending a farmers meeting also provided opportunity for better understanding of farmer’s attitudes. An interview with The Minister for WorkSafe Michael Woodhouse allowed the author to gain further insight into the wider issues and the steps being taken by the government to make progress.

The main issues include farmers’ perceptions of what good health and safety practices look like, and the perceptions around the current and future health and safety legislation. Similarly, the nature of farming in New Zealand means farmers are naturally inclined to be resistant to many of the concepts being introduced by the government body WorkSafe NZ.

However there are some clear strategies that can be applied to agriculture to bring about change in attitudes and perceptions, and although WorkSafe have admitted to having some unforeseen setbacks in their campaigns, they appear to be largely on the right track toward tackling a complex issue. Throughout these reports the findings were consistent. There is no single critical factor behind New Zealand’s poor performance in workplace health and safety. The issue is the result of widespread systemic failure in controls, process, management and culture. There is no single underlying factor or ‘Silver Bullet’ easy solution. In the agriculture and forestry sectors, the following issues and components have been identified in many of the reports:

  • There is a high level of risk tolerance amongst those involved
  • Inadequate leadership and poor worker engagement
  • Inadequate and insufficient understanding of risks, hazards and responsibilities
  • Confusing regulations and a weak regulator
  • A lack of incentives (positive and negative) to foster behaviour and drive improvement
  • Poor data and measurement due to underreporting of some incidents and near-misses

“People like to look for simple solutions for complex problems and that’s the trap … if the answer was simply regulations then it would have been done (in NZ) by now” – BC Forest Safety Ombudsman

Cam Brown, Cameron

Family business decision making.

Executive summary

Family businesses play an important role in the New Zealand business landscape and are especially important in sheep and beef sector. The overriding aspect that sets them apart from other business forms is the level of complexity with the combination of family and business. The quality, speed and execution of decision making are the hallmarks of high performing businesses. How farming families in the sheep and beef sector make good family business decisions was the focus of the report.

Early general reading shaped my thinking and I proposed good family business decision making was based on clarity, governance and simple processes and systems. 

Further academic knowledge gathered on family businesses during the report period challenged this hypothesis but it was the real life stories of people faced with making family business decisions every day that really got my attention and altered my views.

Four family businesses and four advisors were interviewed and the results analysed identifying key themes. Critical thinking pulling the learnings of the literature review, interview phase and key themes resulted in my view that family businesses decision making is not necessarily about balancing the competing and often conflicting needs of family and business, but about integration. Integrating both family and business and applying three pillars; communication, a technical plan and oversight help to make good family businesses decisions. Decision-making truly is a unique practice and that there is no one process that is better than the other or simple model that can be applied to different scenarios.

It is hoped that this report will stimulate further discussion and debate on family business decision making by families and advisors.

Amanda Bowie

The hunt for the missing billion: NZ’s dairy beef opportunity.

Executive summary

Purpose: 

To analyse and investigate the opportunity to develop a stronger Dairy Beef Industry from New Zealand ’ s growing Dairy Industry.

Method:

  1. To understand the existing Dairy Beef industry in New Zealand and identify the strengths, weaknesses, opportunities and threats within the existing framework
  2. Identify and analyse the existing value chains
  3. Identify opportunities to develop further value

Findings:

New Zealand has an established and functional Dairy Beef industry. Existing value chains and enterprise options are available to farmers that can meet the needs and demands of different markets within the New Zealand pastoral farming sector.

A significant resource of animals is created by the New Zealand Dairy industry annually. Information available indicates 2.3 million calves are not making it beyond 4 days of age.

The prospects for the Global Beef industry suggest that there is an opportunity for New Zealand to grow more Beef to meet strongly growing global demand over the next 50 years.

New Zealand has an increasing share of it’s food exports being sold to China, and a Meat schedule market in New Zealand that has been stable for a number of years.

As the New Zealand Beef cow herd continues to shrink, growth in New Zealand’s total Beef production can realistically only be expected to come from a larger Dairy Beef industry.

Significant prejudices and stigmas exist among New Zealand Beef rearers and finishers toward Beef Cattle with Dairy ancestry (especially Jersey) and large value discounts are applied because of this. Information available does not support these beliefs and, in instances, proves them incorrect.

The possibility of sexed semen provides opportunity to improve the productivity and rate of genetic progress in the New Zealand Dairy industry and also for the Dairy Beef industry to expand.

The prospect of rearing more Calves from the Dairy Industry, sired by Beef Bulls, feeding them for a shorter duration on high performance pastures and forages, provides a pathway to much more efficient and profitable Beef production in New Zealand.

It is imperative that Beef Bulls used by Dairy Farmers are appropriate and do not interrupt the primary purpose of the Dairy Cow: to produce Milk.

Recommendations:

  1. Further research in to the number of Calves being born on New Zealand Dairy farms annually, and the fate of those Calves, is recommended. This will allow an accurate picture of existing Farm practices and the inherent opportunities and risks that exist.
  2. For New Zealand Meat Processing Companies to adjust payment schedules that reward Meat Quality and saleable meat yield, rather than the current fatness and muscularity measures which penalise Carcasses of Dairy ancestry and reward those of accepted Beef ancestry.
  3. That information to hand regarding Meat Quality , and breed effects, be distributed among the Beef Industry in an effort to prevent or reduce the value discounts toward some breeds.
  4. That the findings of the Beef and Lamb NZ, MPI Sustainable Farming Fund initiative to finish Beef Cattle by 20 months, be rolled out further and encouraged.
  5. That Case Studies of Farming businesses successfully taking Crossbred Dairy Beef Cattle through to slaughter be identified and exhibited to demonstrate what can be accomplished.

Conclusions:

New Zealand has a significant opportunity to become much more efficient in its Beef production and capture the opportunity of Global Beef demand growth. A very large resource of potential Beef Cattle is born and available annually from the New Zealand Dairy industry.

Only a small portion of that available resource is being reared annually and of those reared, many are being carried through to slaughter at 30 months or older, requiring a second Winter and the poor Feed Conversion Efficiency that goes with it. Better utilisation of the findings of the Beef and Lamb, MPI work in this area, would see improvements to Farm systems that create much better returns to Beef Finishers and allow greater throughput of Livestock.

The Dairy industry has vulnerability in how some farms deal with this particular by-product and there are risks inherent which need to be planned for. Having a Dairy Beef industry that is able to transform as much of that by-product as is practically possible, is an important component in managing the public relations risk.

A better understanding of the inherent Meat Quality and Meat yield characteristics of Dairy Beef cattle among Beef Rearers and Finishers and Stock Agents could be expected to see much better acceptance of those animals in Livestock Markets and stronger underlying value which would lift 4 Day old values.

Alan Cook

Daring to have it all.

Executive summary

Worldwide, there is a scarcity of women in leadership (Sandberg, 2010). In many organizations, even at the lowest level women struggle to make up 50% of the workforce. This number decreases steadily as you get successively higher. Worldwide, only 3–4% of women reach CEO level (Herminia Ibarra, 2013). Despite key advancements in the workforce for women over the last few decades, women remain underrepresented in senior management and leadership roles.

As a 25 year old female within the next 10 years I have a decision to make.

Do I pursue a big career, and aim for a senior leadership position? 

Do I start my family, and if so how long do I take off work?

Do I dare to have it all?

I would like to think that I could opt for option three and dare to have it all. However the statistics are concerning and therefore I have conducted this report to investigate the barriers to women in senior leadership positions with a focus of how you can successfully balance a career and children.

Regan Barkla

The current and future impact of machine to machine technology on the dairy industry in New Zealand.

Executive summary

This paper and the associated research sought to answer the following research question:

What is the impact of machine to machine (M2M) communication on the dairy industry in New Zealand, and what is the likely impact in the future?

Information and communication technology (ICT) plays a significant role in the information flow across the dairy value chain. M2M communication is a critical component of this information flow. For the dairy industry to move from where it is today, to where the benefits that can be achieved from the adoption of ICT’s are maximised will take significant advances in thinking.

There were three components to the research that was undertaken for this paper. These were; a thorough literature review to identify key concepts, a survey of 64 dairy farmers, and four interviews with providers of solutions that utilise M2M communications.

A key finding from the research was that, M2M communication is currently having a limited impact on the dairy industry in New Zealand. The potential impact is much greater than what is currently being experienced. Attempts should be made to accelerate the rate of adoption in order t o increase the impact.

The information flow that M2M communication enables will help add value and ensure sustainability in the increasingly competitive, and volatile dairy industry. This paper recommends that an increase in the impact of the solutions that utilise M2M communication, can be achieved by:

  • Gaining a greater understanding of why and how technological change occurs.
  • Increasing the level of understanding of the technologies behind the solutions.
  • Prioritising the solutions that are going to give the greatest return on investment.
  • Industry collaboration around the direction of M2M communication.

M2M communication presents a great opportunity to be able to gain significant control of the dairy value chain. Today the technology is emerging and its impact is limited. This relative immaturity of M2M communication in the dairy industry, will eventually be overcome by time. It is the responsibility of all stakeholders in the dairy industry to play a role in maximising what is such a large opportunity, through the acceleration of its uptake.

Jeremy Anderson