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?