A brand new journey to clean green New Zealand
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?
