Selling the New Zealand Story

Transcription

1 Selling the New Zealand Story Tim Pankhurst, Chief Executive Seafood Directions 2015 Conference, Perth

2

3

4

5

6

7 Our fisheries NEW ZEALAND $1.8 billion production value AUSTRALIA $2.4 billion production value Top value exports: Rock lobster, hoki, mussels, tuna and squid Top value exports: Rock lobster, abalone, tuna, pearls and prawns Top market: China Top market: Hong Kong

8 The challenge Adding value Challenge for Australia and New Zealand to add value to relatively static production. Seafood NZ target: Doubling exports to $2.5 billion by KPMG s Global Head of Agribusiness Ian Proudfoot says we should aim at elite 5 per cent of 800 million. Aim for $6 billion, not $2.5 billion!

9 Seafood New Zealand s strategy Produce premium seafood, trusted and sought worldwide. Consolidate New Zealand s reputation as trusted provider of safe, healthy and sustainable seafood.

10 Measuring reputation Need to know what New Zealanders think about seafood industry before telling our story. Nielsen Research s measuring of public perceptions of seafood had surprising results

11 Results Seafood industry mostly thought to have a positive reputation. Main perceived strengths: Industry provides access to fresh, quality seafood and has benefits for the economy. Main concerns related to overfishing, depletion of fish stocks, wastage and damage to sea life. Source: Nielsen Research

12 New Zealand s relationship with seafood and fishing Seafood and fishing is very evocative for many New Zealanders(and the Seafood and fishing is strongly evocative for many New Zealanders Egalitarian society The right to go fishing and the right to expect to catch fish I am more than proud that you can go out there in the middle of the largest city and catch fish. Holidays, family, childhood and adult memories Quintessential part of being a New Zealander Source: Nielsen Research

13 Topics that people recall hearing about recently Top of mind topics tend to be more negative than positive Over fishing Fish stocks are declining Fishing quotas - changes to regula\ons regarding quotas (general comments) The recrea\onal catch limits have been reduced for some species Job losses/factory closures in the fishing industry Sustainability is vital/industry must work hard to ensure fish stocks are sustainable Treatment of workers/working condi\ons on foreign vessels Adver\sing for Sealord on TV Dumping of fish Other None/nothing Don't know Base: All Respondents (n=1001) Q4. Please write down everything you remember hearing, seeing or reading about New Zealand seafood, about fishing in the sea around New Zealand or about the New Zealand seafood industry, in the last few months. %7 %9 %7 %4 %5 %4 %4 %4 %4 %8 %31 %2 %3%9 %2 %2 %2 %2 %2 %2 %2 %2 %2 %2 %0 %0 %8 %31 %9 Fishing in the seas is largely unregulated leading to exorbitant losses in sea life due to overfishing of stocks, bycatch and FADs 40% DON T RECALL SEEING OR HEARING ANYTHING ABOUT THE INDUSTRY IN THE LAST FEW Source: Nielsen Research MONTHS

14 Improving industry reputation On balance, this reputation has improved compared with a year ago Wine industry 10% 2% 40% 32% 16% Seafood industry 12% 2% 11% 48% 19% 7% Dairy industry 7% 8% 33% 27% 17% 8% Forestry industry 12% 5% 19% 47% 13% 4% Oil and gas industry 16% 8% 20% 43% 10% 3% Base: All Respondents (n=1002) Q3. Compared with a year ago, do you think the reputation of each industry has... Don't know Declined a lot Declined a limle Stayed the same Improved a limle Improved a lot Source: Nielsen Research

15 What s next? Reaching younger audiences Proactive media strategy Digital strategy

16 Reaching younger audiences

17 Where people get their information from Television %46 Newspaper %24 Radio Friends, family, or work colleagues Online, in the content on a website Online - blog, forum or social network pos\ng (e.g. Twimer, Facebook) Magazine Brochure/pamphlet/informa\on sheet 4 4 %9 %6 %5 %3 More likely to say this: years age group (15%) %2 Source: Nielsen Research

18 Media centre Creating our own news hub to tell a story across print and digital platforms.

19 Tracking media coverage Media coverage of the New Zealand seafood industry on the whole largely positive. More neutral and positive stories than negative for 2015, until the end of September. 968 total stories on NZ fishing industry, seafood, aquaculture and Seafood New Zealand per cent neutral or positive stories. 12 per cent negative stories.

20 Tweets from across the globe Guergana Guermanoff, NZ Consul-General to China Seafood importers in Canada NZ product importer in Shanghai

21 The New Zealand Story Video removed in PDF version.