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?

The New Zealand Kellogg Rural Leaders Programme develops emerging agribusiness leaders to help shape the future of New Zealand agribusiness and rural affairs. Lincoln University has been involved with this leaders programme since 1979 when it was launched with a grant from the Kellogg Foundation, USA.