Lees, Nicholas J.2021-03-092018-10https://hdl.handle.net/10182/13547Food products from New Zealand are missing out on significant premiums in global markets, according to research by Lincoln University and the University of Florida. The research revealed New Zealand’s food exports were mostly unbranded commodities which entered the manufacturing or food service sectors. Food and beverage manufacturers are not taking advantage of the positive perception of the quality and safety of food products from New Zealand. The research from the University of Florida showed most western consumers view New Zealand food as the next best thing to their own local products. Unfortunately, the lack of branding and marketing means food and beverage manufacturers give away the potential to take advantage of how consumers see New Zealand’s food products. In Japan, USA and Spain, New Zealand was the second most trusted source for fresh fruit and vegetables.4-5 (2)enfood productsNew ZealandOther