Maximising export returns (MER): Communicating New Zealand's credence attributes to international consumers

Abstract

This research used semi-structured key informant interviews with twenty-one European gatekeepers and twelve New Zealand exporters. Gatekeepers were defined as manufacturers, importers, distributors or retail customers who controlled the flow of product and information through the supply chain to the final consumer. The research indicated that the credence attributes of New Zealand food products were important to consumers but they were frequently filtered out through the distribution channel where products get further processed, repackaged and rebranded, or became an ingredient in another food product. As a result, a large percentage of New Zealand food exports arrived at the consumer unbranded and not identified with their New Zealand origin so they did not have New Zealand-specific credence attributes associated with them. The majority of New Zealand’s beef and dairy exports were unbranded commodities that entered the manufacturing sector as raw materials or ingredients for processed products. Likewise, significant proportions of lamb and venison exports entered the food service sector and were delivered to hotels, restaurants and institutions where they were, frequently, not identified to the consumer as being of New Zealand origin. The main products that were consistently branded and reached consumers with identification of New Zealand origin were kiwifruit, apples and wine.