13 Nov 2018
Getting a taste of New Zealand
Briar McCormack |
We chat to an NZ SME which puts quality food and connection to the land at the centre of its business.
16 Nov 2018
Food & views: combining the best of NZ
Tourism and food and beverage exports together delivered 62 per cent of New Zealand’s export earnings in 2017 – a healthy amount on any measure - but a new report from ANZ and The Ministry for Primary Industries shows more can be done to improve links between the two sectors and lift earnings in both.
The New Zealand Food & Agri Tourism Industry Insights report shows food tourism in New Zealand generated higher earnings for each visitor than non-food tourism.
" With our three-biggest tourism markets Australia, China and the USA also being our three largest food and beverage export markets, there is a great opportunity for our primary sectors.”
For example, visitors to New Zealand who visited a vineyard or attended a wine event spent over 25 per cent more on their trip than the average spend of $NZ3,900 for holiday visitors.
In addition, over 60 per cent of food tourists sought out products from the country they visited when they got home.
“With our three-biggest tourism markets Australia, China and the USA also being our three largest food and beverage export markets, there is a great opportunity for our primary sectors,” ANZ Managing Director Commercial & Agri Mark Hiddleston says.
“Whether you are farming in Southland, exporting beer from Wellington or providing unique dining experiences in Northland, this report highlights opportunities both behind and beyond the farm gate to connect with consumers.”
However, New Zealand’s food and beverage experience ranked second lowest among all categories covered by visitor satisfaction surveys.
Over thirty per cent of surveyed visitors to New Zealand scored food and beverage experience below 8/10 for satisfaction due to a lack of variety and quality and perception of high cost.
Key markets
The report looked at the percentage of tourists from Australia, China and the USA participating in a food-related activity while in New Zealand and found farm or orchard visits were the most popular activity followed by vineyards and wine trails.
“When you look at the visitor preferences for what type of product they seek out when they return home – wine, beer and processed food, for example honey and chocolate – you can already see the progress in adding value for certain sectors,” Hiddleston says.
“Those looking to promote a value add New Zealand food story to the world need to look at how they can connect directly with consumers behind the farm gate to give them a true ‘foodie experience’.”
The report, co-authored with the MPI’s Economic Intelligence Unit, aims to raise the profile of the food tourism opportunity for New Zealand.
“Many of New Zealand’s tourists have positive food and beverage experiences, and they become the best influencers and advocates of New Zealand products around the world,” Emma Taylor, Director of Agriculture, Marine and Plant policy at the MPI says.
“This report helps to build our understanding of the types of tourists that value quality food and beverages.”
Taylor says more businesses are now catering to the growing market of food tourism – “through diversifying to include agritourism, utilising indigenous food and Māori storytelling, and collaborating with other local businesses”.
“By having a better understanding of food tourism we can turn the growing number of tourists visiting New Zealand into consumers of our primary sector products,” she says.
Briar McCormack is New Zealand editor at bluenotes
The views and opinions expressed in this communication are those of the author and may not necessarily state or reflect those of ANZ.
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