producing new values: meat

1. producing new values: meat • ‘investment in an integrated supply chain is the key to unlocking the value of high quality New Zealand meat’ (Craig Norgate) • Wrightson’s on farm services plus procurement, combined with Silver Fern’s processing capability and marketing • the goal: ‘to reposition New Zealand meat as the ethical protein source for growing international ranks of consumers demanding high quality and consistent meat products from traceable and sustainable sources’ (NZ Herald, 30 June 2008)

2. redefining branding and consumers • Branding: moving from obscuring to revealing, via transparency and traceability • Brand transparency lets people see ‘inside the company’: “consumers have moved from readers to writers” (Jeremy Moon, 12 June 2008): the Baa code

3. producing new values: adventure clothing • Branding differentiates: creating distance from competitors plus meaning or closeness to customers • Redefine sheep (from pastoral to merino, no longer going anonymously to Milan) • Redefine apparel (fashionable, comfortable, scientific, convenient) • Redefine adventure (‘glamour, purity, excitement, simplicity’) • ‘The role of Icebreaker is to unlock hidden stories about New Zealand’: place, sustainability, adventure