Brand new journey to clean green New Zealand
dc.contributor.author | Limmer, Bryan | |
dc.date.accessioned | 2014-04-24T00:21:39Z | |
dc.date.available | 2014-04-24T00:21:39Z | |
dc.date.issued | 2004 | |
dc.description | 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. | |
dc.description.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 modern 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? Yes it will. If we have a definitive image, a word picture of who we are and the professional integrity to apply ourselves as a nation to that set of values in all our exports. All we need now is a brand or a mark to identify the product to the consumer. Do we need brands within the New Zealand brand? Yes. As long as the core values of the parent or country brand are mirrored and honoured by the products. | |
dc.identifier.uri | https://hdl.handle.net/10182/5972 | |
dc.language.iso | en | |
dc.publisher | Lincoln University. Faculty of Commerce. Kellogg Rural Leaders Programme. | |
dc.relation | The original publication is available from Lincoln University. Faculty of Commerce. Kellogg Rural Leaders Programme. | |
dc.relation.ispartofseries | Kellogg Rural Leaders Programme report | |
dc.rights | Copyright © The Author. | |
dc.subject | branding | |
dc.subject | apples | |
dc.subject | New Zealand | |
dc.subject | clean green | |
dc.subject.anzsrc | ANZSRC::1505 Marketing | |
dc.title | Brand new journey to clean green New Zealand | |
dc.type | Other | |
lu.contributor.unit | Kellogg Rural Leaders | |
lu.subtype | ||
pubs.notes | 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. | |
pubs.publication-status | Published |
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