Capacity, capability & sharp pricing – what Aussies want from NZ F&B exporters

1st August 2022 By Staff Reporter | news@foodticker.co.nz | @foodtickernz

The inability to sell at scale is a perceived weakness of Kiwi exporters, according to new research into Australian perceptions of New Zealand.

The qualitative research, commissioned by place branding agency New Zealand Story Group, found that transparency around capacity and capability was critical for F&B manufacturers, as was preparedness to scale beyond the first shipment when entering New Zealand’s second-largest export market, valued at $8.6bn.

It said the finding was attributed to New Zealand’s small and fragmented nature, and was an important reminder to exporters that successfully selling to Australia requires commitment to a ‘long-game’ mindset, according to NZ Story.

“There’s also a view that our smaller economy can hold us back, the higher cost of logistical and shipping expenses can be a barrier and that at times we undersell ourselves,” chief executive David Downs said.

As well as being prepared for scale, F&B exporters must be prepared to invest the appropriate amount of marketing support and sharp pricing to ensure minimum sell-through rates are met.

A final piece of advice specifically for F&B, was to “show – not just claim – how New Zealand is pure and natural by highlighting environmental and ethical practices to build quality cues and justify the
premium”.

“The research shows Australia values New Zealand’s premium and authentic offering,” Down said.

“Descriptions like ‘integrity, purity, natural, boutique, and good for the environment’ featured as uniquely New Zealand attributes.

“Incorporating these into stories about what we offer is vital to countering trading barriers,” he added.

According to NZ Story, the research revealed significant shifts in the Australian psyche that signal admiration for the way New Zealand behaves as a nation, what our businesses and culture can offer, and the improved outcomes that can be achieved through collaboration.

And the message to Kiwi businesses wanting to strengthen their trading relationship with Australia was ‘don’t hold back’ but be ready to meet subsequent demand.

“Promote your successes and the unique New Zealand values embodied in your business model and ethos,” Downs said.

“Leverage to the utmost Australia’s growing admiration for us, and prepare to invest in ongoing sales and marketing support to help with the follow-through that Australians sometimes believe is lacking.”