Wellington
(This is a copy of a new blog, pasture Harmonies, which can be found at
The purpose of this blog discussion is to debate whether New Zealand Inc should become globalcustodians of responsible pastoralism.
It is test the hypothesis that we have a golden opportunity to profitably unite around acommon story and the reality embodied in our pastoral method.
To own the story I contend, first we must name it.
Instead however of debating what the name should be, a brand/name is proffered, and as shorthandfor our entire story, an argument will be presented as to why we should go down this path. Hence,pasture Harmonies – a descriptor, a promise.
As with any hypothesis, any and all contentions are up for debate. The next few months is anopportunity to discuss this, and perhaps set up an ownership structure on behalf of NZ Inc.
pasture Harmonies can exist because of three major factors.
My contention is that by naming our story we will also provide ourselves with a strategicplatform to escape the commodity spiral of death, and sell the knowledge alongside the agritechproducts we currently market.
To capture the opportunity inherent in the fact there’s an unclaimed global market positionwill take a change in our mindset however.
It would require that we collaborate – though given that there is probably a more money for us,as NZ Inc, to make from putting ourselves up as global custodians of responsible pastoralism –that could take care of itself.
Admittedly, we need to test the proposition.
But pasture Harmonies can act as a co-brand, through being an umbrella name/story, or in its casean underlying or bedrock truth that helps justify a meat, wool, milk or other product’s marketprice premium.
However, the major psychological change we’d have to make is realise, utterly, that we areselling much much more than a piece of meat or a milk product (if our dairy produce manages to bebranded in front of a consumer!)
We have the opportunity to sell an ideal.
We can sell and have a consumer-oriented relationship that’s based on a romance + reassurance (which is the fantastic science behind our offer).
No New Zealand company can do this alone. Only together can we punch above our weight.
Or can we – perhaps we’re doomed to always looking in the rear view mirror?
What do you think?