An international expert on food marketing says the New Zealand meat industry must consider its options, in the face of a growing ability by other countries to produce meat at a lower price.
David Hughes, an Emeritus Professor of Food Marketing at the Imperial College of London, spoke recently to Silver Ferns Farms shareholders.
He said it may require more money from farmers, but there needs to be a move towards a higher-value product, rather than sticking with the traditional commodity approach.
Professor Hughes said the future is understanding exactly what customers want and supplying it to retailers. But, he said, it requires change.