Abstract

Over the last 8 years, several major horticultural industries have engaged in a process of ‘greening’ their food exports. This has been achieved through the fostering of organic and/or Integrated Pest Management (IPM) systems. Our analysis indicates that the most successful greening strategy has taken a two-tier approach – with a peak organic product, and a more mainstream product using IPM to create residue free fruit. The two-tier approach can be demonstrated to have advantages over an exclusive focus on either greening option. These industry developments have emerged partly in response to new niche markets for green and healthy foods. These markets are increasingly influenced by two emerging trends. First, is the emergence of ‘green protectionism’ as a political strategy in the EU and Japan. By switching from price support to environmental support payments, and raising barriers to food imports on the grounds of food safety and environmental concern, governments can achieve the politically advantageous outcome of serving the interests of both domestic rural producers seeking protection from cheap food imports, and urban middle class consumers concerned about food safety and the environment. The second emerging trend is the intensification of ‘food scares’ during the 1990s. Social scientific analysis would suggest that certain features of a food scare ‘lock in’ a scare for a prolonged period of time. Currently, scares involving BSE and GM foods are locked in and must be accounted for in strategy export decisions. Evidence from successful horticultural export strategies suggests that a wider range of food export industries should be contemplating a two-tier greening strategy to survive these emerging trends in the global market.

H, Campbell, and R Fitzgerald

Proceedings of the New Zealand Society of Animal Production, Volume 60, Hamilton, 72-77, 2000