Goal to thrive : to sell 800 million to the richest in the world

Outlook for the next 20 years raised at a meeting of operators in the sector (producers, farmers), leaders of agribusiness future executives (students, universities, companies) organized by KPMG.

When Ian Proudfoot meeting, KPMG Global Head of Agribusiness, stressed the need to focus on products that differentiate. High-end products that consumers are willing to pay to supplement their lifestyle and meet their aspirations.

Unable to feed the world, New Zealand can feed a small percentage. Maybe 5%, or 800 million people considered the richest consumers worldwide. With this objective, the New Zealand products will have the same positioning as the "Louis Vuitton."

It would be futile to plan for New Zealand products 1 thousand million Chinese consumers. These are going to choose foods that reflect their wealth and lifestyle. And in a future where traditional / natural food is too expensive for most people, the "niche" of 800 million worldwide (out of a population of 9 billion in 2050) will be extended to those who will not give up to certain foods and who can continue to consume them on special occasions (Christmas, birthdays, religious holidays ...). That's the kind of market that New Zealand should aim according to Ian Proudfoot (KPMG).

source : nzherald.co.nz