The global shift to a plant-based diet provides the perfect platform for a new story showcasing New Zealand horticulture. New Zealand Story and Horticulture New Zealand (HortNZ) have got together to develop the New Zealand Horticulture story to support New Zealand’s position as a leader in healthy food.
“The world is more and more interested in what it eats and where it comes from,” says Horticulture New Zealand Vice President, Bernadine Guilleux.
With that in mind, New Zealand Story and HortNZ identified the unique attributes that tell the story of fruit and vegetable growing in New Zealand, in line with the industry’s vision of ‘healthy food for all, forever’.
These attributes are played out in a two-minute video that highlights the many reasons produce from New Zealand is good for the world. “The video highlights how New Zealand growers care for the environment and see the land as a resource to be respected under the Māori principle of Kaitiakitanga,” says Guilleux.
Also highlighted is the fact that consumers can have confidence in fruit and vegetables grown in New Zealand, thanks to the horticulture industry’s passion for food safety and biosecurity. What’s more, New Zealand growers are some of the most innovative in the world, as demonstrated in how they grow, harvest, package and transport their produce, domestically and to the rest of the world.
For example, Rockit™ apples have been developed with 65% more potassium, 19% more energy and 10% more fibre than the average apple.
New Zealand growers export to 128 markets. In 2018, they generated more than $3.6 billion in exports. The total value of New Zealand’s horticulture industry was $5.87 billion in 2018. The industry comprises about 5000 growers and generates around 60,000 jobs (Source: Horticulture New Zealand 2019 Annual Report).
The video is supported by:
- Key messages for exporters, industry leaders, and New Zealand representatives
- Infographics for inclusion in presentations and media
- Industry presentation
- Video footage and royalty-free images
The New Zealand Horticulture Story has been developed with the help of the horticulture industry, including Balle Bros, Bostock NZ and Robotics Plus in the North Island, and Kono NZ LP & 45˚ South in the South Island. The Horticulture Story is the latest in a series of content assets designed by New Zealand Story to build New Zealand’s reputation.
“In a competitive global economy, reputation matters,” says Sarah Morgan, Head of Engagement for New Zealand Story.
Insights from perception research tell us that the combination of the three New Zealand Story values of Kaitiaki, Ingenuity, and Integrity resonates both with global and domestic consumers. The New Zealand Horticulture Story is a brilliant example of all three values in operation. It’s a story we’re proud to help bring to the world.
For more information please contact:
Sarah Morgan
Head of Engagement, New Zealand Story
sarah.morgan@nzstory.govt.nz
Bernadine Guilleux
Vice President, Horticulture New Zealand
bernadine.guilleux@hortnz.co.nz
