Using digital media and smart technology to increase value for New Zealand agrifood firms

Abstract

Over time there has been increasing use of digital media and smart technology by consumers and value chain operators for accessing information and purchasing goods. This signals an important new paradigm in consumer technology that could be used to support efforts to maximise value for New Zealand agrifood products. Examples of digital media and smart technology include e-commerce, social media, and smartphone interactive technology (e.g. QR codes, RFID/NFC). Such technologies can be used to verify product claims, disseminate product information, and allow for product purchasing, thereby shortening the distance between New Zealand firms and consumers in overseas markets. This session explores the media and technology that consumers in international markets for New Zealand's agrifood products are using, and how these can be leveraged by firms for improving market access, enhancing consumer perceptions, and ultimately increasing sales.