The Land and the Brand Caroline Saunders Paul Dalziel Meike Guenther John Saunders Paul Rutherford Report prepared for Research Report No. 339 March 2016 Research to improve decisions and outcomes in business, resource and environmental issues. The Agribusiness and Economics Research Unit (AERU) operates at Lincoln University, providing research expertise for a wide range of international, national and local organisations. AERU research focuses on business, resource and environmental issues. The Agribusiness and Economics Research Unit (AERU) has four main areas of focus. These areas are: wellbeing economics; trade and the environment; economic development; and non‐market valuations. Research clients include Government agencies, both within New Zealand and from other countries, other international agencies, New Zealand enterprises in the private sector, and community groups. AERU MISSION To exercise leadership in research for sustainable well‐being. AERU VISION The AERU is a cheerful and vibrant workplace where senior and emerging researchers are working together to produce and deliver new knowledge that promotes sustainable well‐being. AERU STRATEGIC AIMS To be recognised by our peers and end‐users as research leaders for sustainable well‐being; To mentor emerging researchers and provide advanced education to postgraduate students; To maintain strong networks to guide AERU research efforts and to help disseminate its research findings; and To contribute to the University’s financial targets as agreed in the AERU business model. DISCLAIMER While every effort has been made to ensure that the information herein is accurate, the AERU does not accept any liability for error of fact or opinion which may be present, nor for the consequences of any decision based on this information. Summaries of AERU Research Reports beginning with #235, are available at www.lincoln.ac.nz/aeru. Printed copies of AERU Research Reports can be requested from the AERU Administrator. © Agribusiness and Economics Research Unit. Lincoln University, New Zealand, 2016. This work is licenced under the Creative Commons Attribution 3.0 New Zealand licence. Suggested citation for this report: Saunders, Caroline, Paul Dalziel, Meike Guenther, John Saunders and Paul Rutherford (2016). The Land and the Brand. AERU Research Report No. 339, prepared for AGMARDT, ANZCO Foods, Beef and Lamb New Zealand, Fonterra and Zespri. Lincoln University: Agribusiness and Economics Research Unit. ii The Land and the Brand Caroline Saunders Paul Dalziel Meike Guenther John Saunders Paul Rutherford Research Report No. 339 March 2016 Agribusiness and Economics Research Unit P O Box 85084 Lincoln University Lincoln 7647 Christchurch New Zealand Ph: (64) (3) 423 0372 http://www.lincoln.ac.nz/AERU/ ISSN 1170‐7682 (Print) ISSN 2230‐3197 (Online) ISBN 978‐1‐877519‐44‐4 iii Acknowledgements This project was overseen by an advisory board comprised of Sir Graeme Harrison (chairperson), Hugh Bigsby, Rob Davison, Nick Kirton, Alan McDermott, Ben O’Brien, Emma Parsons, Earl Rattray and Stefanie Rixecker. The authors thank all of these people for the time they committed to this research and for their very helpful feedback at key stages of the research. We are also grateful to Geoff Butcher for providing data and advice used in the preparation of Figure 2‐5 and Figure 2‐6. In publishing this report, the authors are pleased to acknowledge generous funding from AGMARDT, ANZCO, Beef+Lamb, Fonterra and ZESPRI with in‐house support from Lincoln University. We emphasise, however, that the contents of this report are based on our own independent, professional judgements and should not be attributed to Lincoln University or any of our external funding organisations. iv Contents Acknowledgements iv Contents v List of Figures vii List of Tables ix Executive Summary xi 1. Introduction 1 1.1 Background to this Report 1 1.2 Definition of the Agri‐Food Sector 3 1.3 Structure of the Report 4 2. Where We Are Today 7 2.1 Introduction 7 2.2 Contribution to Gross Domestic Product 9 2.3 Productivity and Exports 17 2.4 Social Indicators 23 2.5 Environmental Indicators 29 3. How We Got Here 39 3.1 Introduction 39 3.2 The Early Human Migrations 40 3.3 Refrigerated Shipping from 1882 43 3.4 The Ottawa Agreement, 1932 48 3.5 The End of Bulk Purchase with the United Kingdom, 1954 51 3.6 The Economic Reforms, 1984 55 v 4. Our Trading Environment is Changing 59 4.1 Introduction 59 4.2 Growth in Global Agricultural Production 59 4.3 Market Segmentation and Consumer Targeting 62 4.4 Greater Trade Liberalisation in Agri‐food Products 66 4.5 Biosecurity Threats to Agri‐food Production 68 4.6 Conclusion 69 5. Where We Might Go Next 71 5.1 Introduction 71 5.2 Business as Usual (Future 1) 75 5.3 Greater Trade Liberalisation in Agri‐food Products (Future 2) 76 5.4 Market Segmentation and Consumer Targeting (Future 3) 79 5.5 Greater Trade Liberalisation in Agri‐food Products alongside Market Segmentation and Consumer Targeting (Future 4) 81 5.6 Biosecurity Threats to Agri‐food Production (Future 5) 83 5.7 Conclusion 86 6. Conclusion: The Land and the Brand 87 6.1 Summary of the Report 87 6.2 A Vision for Future Growth 89 6.3 Required Future Research 90 References 95 Appendix 1: Defining the Agri‐Food Sector 105 Appendix 2: Structure of the Lincoln Trade and Environment Model 111 vi List of Figures Figure 1‐1: Agri‐Food Share of Merchandise Exports, 2001‐2015 1 Figure 2‐1: New Zealand and its Exclusive Economic Zone 7 Figure 2‐2: The Fonterra Value Chain 8 Figure 2‐3: Value Added by the Agri‐Food Primary Industries, 2002/03‐2011/12 10 Figure 2‐4: Value Added by the Agri‐Food Processing Industries, 2002/03‐2011/12 10 Figure 2‐5: Indirect Value Added from the Agri‐Food Sector, 2002/03‐2011/12 13 Figure 2‐6: Induced Value Added from the Agri‐Food Sector, 2002/03‐2011/12 15 Figure 2‐7: Contributions of the Agri‐Food Sector to Gross Domestic Product, 2011/12 16 Figure 2‐8: Share of the Agri‐Food Sector in GDP, 2002/03‐2011/12 17 Figure 2‐9: Multifactor Productivity of Selected Industries, 2000/01‐2011/12 18 Figure 2‐10: Source of Sales Revenue of the Agri‐Food Industries, 2006/07 20 Figure 2‐11: Top Six New Zealand Exports by Total Value, 2014 21 Figure 2‐12: Major New Zealand Exports by Countries of Destination, 2014 22 Figure 2‐13: New Zealand Merchandise Exports to China and Rest of World, 2003‐2014 23 Figure 2‐14: Number of Residents Employed in Agri‐Food Industries by Occupation, 2013 26 Figure 2‐15: Distribution of Qualifications in Agri‐Food Industries, 2013 27 Figure 2‐16: Total Number of Claims for Work‐Related Injuries in Agriculture, Forestry and Fishing Primary Industries, 2002‐2013 28 Figure 2‐17: Total Number of Claims for Work‐Related Fatal Injuries in Agriculture, Forestry and Fishing Industries, 2002‐2013 29 Figure 2‐18: Public Conservation Land Administered by DOC, 2014 30 Figure 2‐19: River Condition Indicator Summary 34 Figure 2‐20: Total Urea and All Fertilisers, New Zealand, 2001/02‐2012/13 35 Figure 2‐21: Contribution of Renewables to Energy Supply, OECD Countries, 2010 35 Figure 2‐22: New Zealand’s total Greenhouse Gas Emissions, 1990‐2013 36 Figure 2‐23: Net Removals of CO2 from Forestry and Other Changes, 1990‐2013 38 Figure 3‐1: Value of Wool and Other Exports from New Zealand, 1854‐1884 42 Figure 3‐2: Quantity of Wool Exported from New Zealand, 1854‐1884 42 Figure 3‐3: Value of Wool, Frozen Meat and Other Exports from New Zealand, 1882‐1892 44 Figure 3‐4: Value of Pastoral and Other Exports from New Zealand, 1911‐1932 46 vii Figure 3‐5: Share of Total Merchandise Exports Sent to the United Kingdom, 1921‐1984 48 Figure 3‐6: Composition of New Zealand Merchandise Exports, 1954 and 1984 54 Figure 3‐7: Destination of New Zealand Merchandise Exports, 1954 and 1984 54 Figure 4‐1: Milk Consumption and Milk Production in China, 1961‐2009 60 Figure 5‐1: New Zealand Net Trade Value of Selected Exports, Future 1, 2015 and 2024 75 Figure 5‐2: Growth in New Zealand Meat and Dairy Producer Returns, Future 1, 2015 to 2024 76 Figure 5‐3: Percentage Change in Net Trade Value of Selected Exports, 2024, Future 2 Compared to Base 77 Figure 5‐4: Percentage Change in Meat and Dairy Producer Returns, 2024, Future 2 Compared to Base 78 Figure 5‐5: Percentage Change in Net Trade Value of Selected Exports, 2024, Future 3 Compared to Base 80 Figure 5‐6: Percentage Change in Meat and Dairy Producer Returns, 2024, Future 3 Compared to Base 81 Figure 5‐7: Percentage Change in Net Trade Value of Selected Exports, 2024, Future 4 Compared to Base 82 Figure 5‐8: Percentage Change in Meat and Dairy Producer Returns, 2024, Future 4 Compared to Base 83 Figure 5‐9: Producer Returns after a Foot‐and‐mouth Outbreak with Limited Loss of Market Access, 2013‐2024 84 Figure 5‐10: Producer Returns after a Foot‐and‐mouth Outbreak with Loss of Market Access, 2013‐2024 85 Figure 6‐1: Overall Rankings of Country of Origin Brands, 2014 91 viii List of Tables Table 1‐1: Primary Industry Export Revenue, Year Ending June 2014 3 Table 2‐1: Agri‐Food Primary Sector Industries and Processing Sector Industries 9 Table 2‐2: Indirect Value Added from the Agri‐Food Sector, 2011/12 12 Table 2‐3: Induced Value Added from the Agri‐Food Sector, 2011/12 14 Table 2‐4: Research and Development Expenditure by Socio‐economic Objective, 2010 and 2012 19 Table 2‐5: Top Six New Zealand Exports by Total Value, 2014 22 Table 2‐6: Employment in the Core Agri‐Sector Industries, 2006 and 2013 24 Table 2‐7: Distribution of Qualifications in Agri‐Food and All Industries, 2013