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    Brand new journey to clean green New Zealand

    Limmer Bryan,
    Abstract
    Intrigued by a Ministry for the Environment report on the value of New Zealand's clean green image in dollar terms; and the economic possibilities of branding products to such a flagship, led me to research the topic further - with a commodity product - apples -as an example. As an orchardist, I am well aware that fear is one factor relating to food in a modem world. Consumers are striving to eat healthy food to increase their feel good factor. The world and its people are telling the market; "Give us what we want! " Healthy food without contamination. Guarantee it. Can we live up to the demand? Is the image of Clean Green New Zealand sustainable? Will this make a New Zealand brand sustainable?... [Show full abstract]
    Keywords
    branding; apples; New Zealand; clean green
    Fields of Research
    1505 Marketing
    Date
    2004
    Type
    Other
    Collections
    • Kellogg Rural Leaders Programme report series [343]
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