3rd Annual Agricultural and Horticultural Outlook Summit


The agricultural and horticultural industries form the backbone of the New Zealand economy.
How do we ensure that these industries continue to outperform our competitors, and what strategies need to be implemented to keep New Zealand’s agricultural and horticultural industries at the forefront of the global produce stage? 

This summit will focus on the outlook for the New Zealand Agricultural and Horticultural industries; where these industries are heading in the next five years; and what needs to occur to ensure that New Zealand remains a key player in the international agricultural and horticultural markets. 

Directed at CEOs, top level management and policy makers, the 3rd Annual Agricultural and Horticultural Outlook Summit brings together industry experts, such as:

  • Prof Sir Peter Gluckman, Chief Science Advisor, Office of the Prime Minister’s Science Advisory Committee
  • Keith Cooper, CEO, Silver Fern Farms
  • Bruce Wills, President, Federated Farmers
  • Ian Proudfoot, Head of Agribusiness, KPMG New Zealand/Asia Pacific
  • Prof Jacqueline Rowarth, Professor of Agribusiness, Waikato Management School
  • Dr Max Kennedy, National Manager Biological Industries, Ministry of Science and Innovation
  • Mr Simon Berry, General Manager, Whitestone Cheese
  • Chris Kelly, CEO, Landcorp Farming

The summit will cover issues such as the branding of New Zealand produce in overseas markets, case studies from companies successfully exporting into emerging markets, collaborating in export markets to gain competitive advantages, and the creation of an industry wide strategy to lead New Zealand’s agricultural and horticultural markets into the next stage of its development. 

Special price: Register two people from the same organisation at the same time and the second ticket will be half price.


Agenda: Day 1


Registration and coffee


Opening remarks from the Chair

Prof Jacqueline Rowarth, Professor of Agribusiness, Waikato Management School


Keynote Address

Bruce Wills, President, Federated Farmers


Branding New Zealand: Creating a competitive, sustainable future in overseas markets through leveraging the New Zealand image

Learn how exporters can best leverage the “clean, green” New Zealand image to increase market penetration and demand for their products, while differentiating from the competitors.
• Strategies for creating a strong brand awareness in export markets
• Building brand awareness into Brand Equity – where consumers see the “worth” and value in their purchase.
• Leveraging the New Zealand image in ways that suit their offering. Silver Fern Farms – 100% Made of New Zealand – the land the people the place.
• Segmenting the market to target the right consumers for your offering. Understanding – your consumer

Keith Cooper, CEO, Silver Fern Farms


Morning break & refreshments


Insights for the future: A global view of the next five years

Combining economic trends and international exchange rates this presentation will merge political, economic and industry information to provide a complete overview of the opportunities and challenges within the global agricultural and horticultural markets.
• Where commodity prices are heading
• Which markets you should be tapping into now for long term sustainability and growth
• What forces will be shaping the agricultural and horticultural markets in the next five years

Ben Russell, General Manager, Rabobank New Zealand


The “Hows?” and “Whys?” of Landcorp’s activities

A leader in New Zealand agriculture; Landcorp’s CEO, Chris Kelly, will discuss the sustainable use of resources, farming best practices, continuous improvements in farming systems, value chains and the international market.

Chris Kelly, CEO, Landcorp Farming
Speaker has declined permission for his material to be online


Emerging economies as major players

As the economic state of Europe hangs in the balance the growth of New Zealand export lies in identifying new, high value export markets. Emerging economies offer a burgeoning affluent population to which New Zealand can market premium products in return for premium prices. Gain an understanding of which economies may be the driving forces of the future, and how best to secure a leading position within these markets.



Opportunities exist to provide high quality foods to the emerging wealthy population, provided produce is developed to match the expectations and tastes of this defined market. This session will provide you with insights on emerging food trends within this country and how New Zealand can develop products to meet these needs.

Graham Kearns, Director, New Zealand China Trade Association


Chinese Case Study: EasiYo

Exporting to Asia since 2005, Easiyo now sell over $30m offshore. CEO Paul O’Brien will discuss distribution models which have been successful in the Chinese market, as well as tips on best practice while working in China.

Paul O’Brien, CEO, EasiYo Products Limited


Lunch break


ASEAN - Our second trading region

• Why ASEAN shouldn’t be flying under the radar
• Mature and emerging markets – opportunities and challenges
• An ASEAN strategy – how NZ Inc can engage with a diverse but promising trading partner

David Catty, Director, ASEAN New Zealand Business Council


ASEAN Case Study: New Zealand Apples to Thailand

• The Apollo Apples strategy
• Why it works for us

Mr Jono Wiltshire, Sales & Marketing Manager, Apollo Apples Ltd



India is home to a 200 million strong middle class with a rising disposable income – what is the potential for New Zealand produce within this market? The commercial realities of doing food business in a country which has huge diversity of tastes and preferences informed by cultural and religious norms will be discussed, alongside key practical aspects like labelling and food standards, as well as the typical supply chain for food in India.

Prashanta Mukherjee, Director, India Horizonz.
Deputy Chair India New Zealand Business Council



Afternoon break & refreshments


Russia, Belarus, Kazakhstan

Russia is one of the world’s biggest food importers, with Belarus and Kazakhstan providing Russia with a significant amount of agricultural and horticultural produce. A huge potential exists for New Zealand to become involved in the nutrition sectors of all three countries. The session will focus on the opportunities within these markets and will suggest practical strategies for achieving success.

Stuart Prior, Chairman, Prior Group
Stuart is the former New Zealand Ambassador to Russia


Collaborating in export markets to gain competitive advantages

While potentially difficult to achieve, the benefits of collaboration in securing your position within export markets can be the difference between success and failure. Learn from companies which have achieved successful export partnerships as they share their wisdom and experience in the following areas:
• Strategies for selecting potential export partners and identifying what strengths each have to contribute
• Advice on common stumbling blocks and how to avoid or overcome these
• Creating a sustainable, competitive, profitable working model

Steve Trickett, Director, AVANZA Ltd


End of day one & networking drinks

Agenda: Day 2


Welcome back from the Chair

Prof Jacqueline Rowarth, Professor of Agribusiness, Waikato Management School


Keynote Presentation

Prof Sir Peter Gluckman, Chief Science Advisor, Office of the Prime Minister’s Science Advisory Committee


Creating an industry strategy – the path ahead

The report ‘Agribusiness Agenda 2011 – Realising Global Potential’ which was released by KPMG indicates that an overall primary sector strategy is required for New Zealand if it is going to continue to perform strongly in overseas markets. According to Ian Proudfoot, “the challenge is to be more than good; we’ve got to be exceptional”.
• Where New Zealand primary industry needs to be in the next 10 years, and actions which will need to be taken in order to realise this
• Marketing of New Zealand produce to achieve scale in global markets
• Strategies for winning and leading on the world agricultural stage

Ian Proudfoot, Head of Agribusiness, KPMG New Zealand / Asia Pacific


Morning break & refreshments


Industry Updates: A strategic outlook on three key sectors



An overview of the challenges and opportunities which face this sector over the next three years; with a focus on future growth plans, commodity pricing, where new demand is coming from and ways of creating higher value exports.
• Practical examples of companies producing high value export products
• Actions the industry is taking to achieve growth plans over the next five years
• Optimising products to tap into niche markets

Simon Tucker, Executive Director, Dairy Companies Association of New Zealand



The Red Meat Sector Strategy report published in 2011 has identified a number of concerns around the long term profitability and sustainability of the red meat sector. The report presents possible actions to alleviate these long term issues, stating that the benefit of alleviating the problems identified may result in an increase of New Zealand’s GDP by 1.3%, equating to a real value change of $3.4 billion in 2025. Are the solutions presented practical, however, and will they be embraced by the industry so as to move it forward into the next five years?
• Implementation of strategies identified – success to date:
• Strategies being implemented to ensure that change is sustainable

Bill Falconer, Chairman, Meat Industry Association



The horticulture industry is currently facing a number of critical challenges. What is their response strategy to deal with these new challenges, and what steps are they taking to maximise profitability and increase market penetration in export markets?
• Effective strategies being implemented to overcome current challenges
• Measures taken to increase profitability within this sector
• Innovation – what’s the next big thing?

Glenn Pool, General Manager, The Fresh Fruit Company of New Zealand


Lunch break


Improving agricultural and horticultural productivity

Increasing productivity from existing land is crucial if we are to meet future produce demand. A plethora of potential methods exist but how many are being implemented, and to what degree of success?
• Succinct case studies providing practical examples of how farmers have increased productivity
• Innovative products and process - how these methods can be implemented in order to increase efficiencies and revenue.
• Balancing New Zealand’s environmental concerns with increased production demands

Dr Max Kennedy, National Manager Biological Industries, Ministry of Science and Innovation


NZ Freshwater: Scientific and technical challenges in defining and enforcing limits

While the NPS highlights the fact that “setting enforceable quality and quantity limits” will be the key to ensure its objectives are achieved, determining these limits presents a set of scientific and technical challenges. The following challenges will be discussed:
• Does the current data set on water quality and quantity give us sufficient information to be able to set limits?
• The form of limits – a set number versus a formula versus an adaptive approach

Prof Richard McDowell, Senior Scientist, AgResearch


Afternoon break & refreshments


Case Study: Adding value to our exports

This session will focus on strategies for developing a successful presence in overseas markets.
• Positioning your product as premium within an export market
• Measures for overcoming barriers – pricing, costs, logistics, distribution
• War stories: advice on potential hazardous areas and how to avoid them

Mr Simon Berry, General Manager, Whitestone Cheese


Closing remarks from the Chair and end of conference


Interested in sponsorship?

There are some exclusive opportunities to promote your company, and its products and services, at this leading event. Contact the sponsorship team below to request a prospectus or discuss the options, or view more about event sponsorship.