Ora : a market lead strategy

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.While the New Zealand sheep meat industry has been able to maintain relative profitability through continued production improvements and a reduction of costs, the increasing level of competition from cheaper sources of protein makes it difficult to see a sustainable future based on a production focussed model. As agricultural markets continue to become more competitive, progressive New Zealand primary producers will need to turn their attention away from production focussed operating models and competition based on cost leadership, in favour of greater differentiation and attention to the role of marketing