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Incentives for Change

Integrating Value Chains

Providing knowledge on how to construct global value chains that share increased value with New Zealand farmers and growers, and meet environmental expectations of consumers and citizens

Apple exports by Paul Sutherland Photography

PROJECT DETAILS

Challenge funding: $1,700,000

Research duration: January 2017 – June 2019

COLLABORATORS

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What Are We Doing?

The customer decides the final value of New Zealand’s agricultural exports. To increase this value, the ‘value chain’ of businesses, from producer to retailer, can collaborate to align their strategies and processes with what customers value most highly, and make clear this ‘story’ of production.

Integrating Value Chains is testing whether New Zealand’s world-renowned reputation for food and fibre will allow our producers and processors to capture higher returns for agri-food exports. It is investigating how to manage value chains to better share this value with producers, to incentivise sustainable land uses and to reward good environmental, social and cultural practices.

Five case studies are being researched, so learnings from their successes can be used by other businesses. Our goal is for New Zealand to produce high-value products across all sectors that create, capture and share more value from consumers to producers.

How Can The Research Be Used?

  • The major output of this research will be a report synthesising the learnings from the 5 case studies. This will include a framework of key elements of a global agri-food value chain that creates, captures and shares value. This can be used by enterprises wanting to create value from the sustainability and other attributes of New Zealand agri-food exports.
  • Beef+Lamb NZ used research from the Integrated Value Chains programme to help develop its New Zealand ‘red meat story’ for international markets, Taste Pure Nature. The potential in the US market is extra revenue (20% premium) of $238 million in export returns. Beef+Lamb NZ commissioned the research team to replicate its surveys for other market segments. Our research also underpins Beef+Lamb NZ’s environment strategy to ensure the claims from this $7 billion industry are met. Professor Saunders accepted an invitation to be a member of the Economic Impact Advisory Board created by Beef+Lamb NZ.
  • Incentives for Change researchers were engaged by the Primary Sector Council (set up to advise the Minister of Agriculture) to produce a situational analysis of the New Zealand primary sector. Their report drew heavily on the Integrated Value Chains research programme.
  • Industry bodies and companies are now engaging with Integrated Value Chains researchers to increase value from export markets. Companies actively engaged with the programme include Wakatū Incorporation , Ngāi Tahu Pounamu, Zespri, Taupō Beef and Lamb, Te Hono, Fonterra, ANZCO and AsureQuality.
  • The AERU has created a dedicated website, www.sustainablewellbeing.nz, where anyone can download the 7 research reports generated in the first phase of research, including 4 reports on choice experiments in 4 different export markets (kiwifruit and yoghurt in Shanghai, and beef and wine in California).
  • The AERU has also created the AERU Data Portal, a free, interactive platform to access results from the AERU international consumer surveys.

In the Media

The Future of Food: More Plants and Our Meet and Milk Artificial

Radio New Zealand, 2 July 2018

A public panel discussion at Waikato University chaired by Kim Hill in association with the New Zealand Food Safety Science and Research Centre

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Farming for our Future

NZ Geographic, March–April 2018

“The way we produce now is generating premiums we don’t always receive,” says Caroline Saunders. “We need to figure out how we can capture value that actually trickles down to the producer—stop thinking about supply chains and start thinking about value chains”

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Community Involvement

  • The programme is being supervised by an Advisory Board of representatives from major end-users of the research. The research team meets regularly with industry end-users.
  • A meeting with key Beef+Lamb NZ designers of the New Zealand Red Meat Story took place at Lincoln University in August 2017.
  • The AERU prepared a stand at the Export New Zealand Go Global Expos at the Pullman Hotel, Auckland, on 21 September 2017 and 27 September 2018, attended by about 300 people.
  • Caroline Saunders and Paul Dalziel participated in the Growing the Canterbury Agricultural Economy workshop hosted by the Mayor of Christchurch on behalf of the Canterbury Regional Economic Development Strategy on 10 September 2018.

Team Snapshot

Professor Caroline Saunders

Professor Caroline Saunders

AERU, Lincoln University
Professor Paul Dalziel
Research Lead

Professor Paul Dalziel

AERU, Lincoln University
Associate Professor Peter Tait

Associate Professor Peter Tait

AERU, Lincoln University
John Saunders

John Saunders

AERU, Lincoln University
Tim Driver

Tim Driver

AERU, Lincoln University
Dr Mark Wilson

Dr Mark Wilson

Lincoln University
Tiffany McIntyre

Tiffany McIntyre

Lincoln University
Dr William Kaye-Blake

Dr William Kaye-Blake

PwC New Zealand
Dr Tanira Kingi

Dr Tanira Kingi

Scion
Dr John Reid

Dr John Reid

University of Canterbury
Alistair Mowat

Alistair Mowat

Thought Strategy
Professor Tava Olsen

Professor Tava Olsen

University of Auckland
Professor Paul Childerhouse

Professor Paul Childerhouse

Massey University
Dr Karyne Rogers

Dr Karyne Rogers

GNS Science

Research Outputs

PAPERS

Rewarding Responsible Innovation when Consumers are Distant from Producers: Evidence from New Zealand

Paul Dalziel, Caroline Saunders, Peter Tait, John Saunders, Sini Miller, Meike Guenther, Paul Rutherford, Tim Driver
International Food and Agribusiness Management Review, 2018

This paper examined the question of whether local producers can be rewarded for responsible innovation (for example, to improve sustainability of production) when the bulk of their consumers are in distant markets. This is relevant for New Zealand because so much of the country’s agri-food production is exported.

Governance of market-oriented fresh food value chains: Export chains from New Zealand

Jacques Trienekens, Mariska van Velzen, Nic Lees, Caroline Saunders, Stefano Pascucci
International Food and Agribusiness Management Review, 2018

This study explored how the governance of a global food value chain can facilitate the value chain’s market orientation towards the values of final consumers. The study was based on 4 in-depth case studies conducted on global food value chains from New Zealand to Western Europe dealing with apples, kiwifruit, venison and lamb.

DIGITAL TOOLS

Beef in California

Online tool to access and analyse results of a survey of beef consumers in California about their consumer behaviour, preferences, technology use, understanding of Maori enterprise, and country of origin preferences.

Kiwifruit in Shanghai

Online tool to access and analyse results of a survey of kiwifruit consumers in Shanghai about their consumer behaviour, preferences, technology use, understanding of Maori enterprise, and country of origin preferences.

Wine (sauvignon blanc) in California

Online tool to access and analyse results of a survey of wine consumers in California about their consumer behaviour, preferences, technology use, understanding of Maori enterprise, and country of origin preferences.

Yoghurt in Shanghai

Online tool to access and analyse results of a survey of yoghurt consumers in Shanghai about their consumer behaviour, preferences, technology use, understanding of Maori enterprise, and country of origin preferences.

REPORTS

Governing Value Creation and Capture in New Zealand Agribusiness Value Chains: A Case Stud

Tiffany McIntyre, Mark M. J. Wilson, Caroline Saunders, Paul H. J. Childerhouse, Paul Dalziel, William Kaye-Blake, Tanira Kingi, Alistair Mowat, John Reid, John Saunders | AERU Research Report No. 355. June 2019

This research investigates five case studies of New Zealand global value chains to identify those value chain attributes important to return value to the producer. All highlighted the importance of ‘values’ to create ‘value’. While value is an important driver, firms were largely concerned with developing relationships in which trust became an implicit factor, based upon a foundation of shared values, vision, and culture. The presence of these throughout the chain, in addition to supporting incentives, was crucial in ensuring alignment within the value chain.

Consumer Insights and Willingness to Pay for Attributes: Kiwifruit in Shanghai

Peter Tait, Paul Rutherford, Tim Driver, Xuedong Li, Caroline Saunders, Paul Dalziel | AERU Research Report No. 346. June 2018

To achieve greater value in global markets, New Zealand can increase its understanding of our international customers’ demands for products from New Zealand’s land and water. This study is one of 4 reports assessing consumer behaviour and preferences in market, including consumer use of media and technology. This report focuses on kiwifruit consumers in Shanghai.

Consumer Insights and Willingness to Pay for Attributes: New Zealand Beef Products in California, USA

Peter Tait, Paul Rutherford, Tim Driver, Xuedong Li, Caroline Saunders, Paul Dalziel | AERU Research Report No. 348, June 2018

To achieve greater value in global markets, New Zealand can increase its understanding of our international customers’ demands for products from New Zealand’s land and water. This study is one of 4 reports assessing consumer behaviour and preferences in market, including consumer use of media and technology. This report focuses on beef consumers in California.

Technologies and Audit Systems for Authenticating Food Trust

William Kaye-Blake, Matthew Smith, Tim Driver, Karyne Rogers, Jon Manhire, Troy Baisden | PwC Client Report, June 2018

Collaborative value chains that effectively communicate credence attributes will help enhance New Zealand’s global reputation for sustainable and high quality primary products. This report describes technologies and systems that can assist New Zealand to capture greater value through the value chains for its agri-food products.

Consumer Insights and Willingness to Pay for Attributes: New Zealand Yoghurt Products in Shanghai, China

Peter Tait, Paul Rutherford, Tim Driver, Xuedong Li, Caroline Saunders, Paul Dalziel | AERU Research Report No. 347, June 2018

To achieve greater value in global markets, New Zealand can increase its understanding of our international customers’ demands for products from New Zealand’s land and water. This study is one of 4 reports assessing consumer behaviour and preferences in market, including consumer use of media and technology. This report focuses on yoghurt consumers in Shanghai.

Consumer Insights and Willingness to Pay for Attributes: New Zealand Wine in California, USA

Peter Tait, Paul Rutherford, Tim Driver, Xuedong Li, Caroline Saunders, Paul Dalziel | AERU Research Report No. 349, June 2018

To achieve greater value in global markets, New Zealand can increase its understanding of our international customers’ demands for products from New Zealand’s land and water. This study is one of 4 reports assessing consumer behaviour and preferences in market, including consumer use of media and technology. This report focuses on wine consumers in California.

The AERU Data Portal: An Introduction

Tim Driver, Paul Dalziel, Caroline Saunders | June 2018

This report introduces the AERU Data Portal, which allows the user to access results from the AERU international consumer surveys in an interactive web-based platform, and explains how it can be used.

The Governance of Value Creation and Capture in Agri-Food Supply Chains: A Conceptual Framework, Propositions and Protocols

Tiffany McIntyre, Mark Wilson, Birgit Schulze-Ehlers, Paul Childerhouse | Client Report, June 2018

The concept of value is central to business operations and how the process of value creation and value capture is managed is a critical success factor to the performance of supply chains. This report explores the relationships between value and collaborative governance at the network level. Its conceptual framework highlights the decision-making process of a firm in order to create and capture value under a network governance schema.

How Value Chains Can Share Value and Incentivise Land Use Practices: A White Paper

Caroline Saunders, Paul Dalziel, Mark Wilson, Tiffany McIntyre, Hilton Collier, William Kaye-Blake, Alistair Mowat, Tava Olsen and John Reid | September 2016

This white paper was commissioned by the Our Land and Water National Science Challenge to test the hypothesis that the more collaborative a value chain is, the greater is the value that New Zealand producers, processors and manufacturers in the land and water sector can capture from profiling the desirable ‘credence attributes’ of its production systems (‘the New Zealand story’), targeted at consumer segments.

CONFERENCE PRESENTATIONS

Measuring What Counts: Revenue and Reputation

William Kaye-Blake, Caroline Saunders | High Value Nutrition NZ Conference, September 2017

Distribution of Value Across the Value Chain

Paul Dalziel | Our Land and Water Symposium, April 2017

Have a Question?

We are happy to answer any questions about this research and how it can be used.

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