This consumer insights summary is based on 1 x distributor interview, 14 x business to business interviews (retailers, manufacturers and influencers), 1 consumer focus group (pulse and grain purchasers). Smaller format retailer is clearly the initial target. Interviews were conducted in June 2019. Across interviews there was a sense of pulses being steady / slowly increasing. Hemp was mentioned in nearly every interview, and several believed that it is ‘the protein of the future’. See appendix 2 for a list of pulses and grains that could be grown in NZ, potential yield, water needs, issues/opportunies, and end use.
Report for Our Land and Water