‘Buying local’ in post-pandemic Aotearoa New Zealand

Abstract

The Aotearoa New Zealand economy is facing unprecedented challenges from the COVID-19 pandemic sweeping the world, and is causing severe disruption to the primary sector. For exporters, supply chain delays and increased shipping costs are impacting cash flow and profitability and causing logistical challenges. For smaller primary producers reliant on domestic distribution, restrictions to the hospitality, tourism and event sectors has left many questioning their future viability. These smaller producers will rely on strong domestic support for their financial recovery. Early indications and broader trends suggest there is reason for optimism. Over the past two decades, global trends in food and drink consumption have seen small scale, local and ‘authentic’ food products prioritised by many consumers. Media reports, market research and anecdotal evidence suggest that the pandemic has intensified this ‘buy local’ trend, as consumers seek to support the economy at a time of crisis, but has also highlighted significant food security concerns for many New Zealanders. Informed by academic literature, media commentary and recent research, this paper outlines three consumption trends apparent during the pandemic – framed as “Getting back to basics”, “Valuing local and locals” and “Focusing on well-being” – and considers what role ‘buying local’ could have in ensuring more resilient – and equitable – food futures in Aotearoa New Zealand.