Communicating credence attributes of New Zealand food products to consumers

Abstract

Consumers are increasingly making food choices not only on the experience quality attributes, but also credence attributes, such as animal welfare, fair trade, provenance and environmental stewardship. The purpose of this research is to investigate the potential for New Zealand exporters to earn premiums based on the credence attributes their products. Sectors investigated included dairy, kiwifruit, apples, lamb, venison, beef and wine. In-depth, semi-structured, key informant interviews were conducted with twenty-one gatekeepers from European companies who were importers, distributor or retailers of New Zealand food products and twelve New Zealand food exporters. The research investigated the credence attributes that were most important, what methods and types of communication technologies were effective in communicating these, and how these are changing. The research also investigated what credence attributes were perceived to be associated with New Zealand products, how these were currently being communicated and what were the most important attributes and methods of communication to capture a sustainable premium. The results identified that there are significant differences between the exporters and the products in terms of the branding, identification of New Zealand origin and communication of credence attributes to consumer. New Zealand quality and credence attributes were highly valued and recognised by the gatekeepers but were less recognised at the consumer level. Kiwifruit, apples and wine were the main products consistently branded at the consumer level and also marketed to consumers with identification of New Zealand origin. The credence attributes of New Zealand products were identified as being important to consumers but most of they get filtered out at the supermarket or at the foodservice where it is further processed, repackaged and rebranded or becomes an ingredient. The attributes that exporters and gatekeepers identified for as being most important for consumers were consistent quality and personal health. By consistent quality they meant experience attributes such as appearance, taste, texture and aroma. Health was a credence attribute that incorporated both the positive and negative aspects of food safety. This means consumers want products that are not only free of short and long term harmful effects but also have positive health benefits in terms physical health and wellbeing.