Listen to NZ radio station Magic Talk’s interview with James Wilkes as he discusses insights into the New Zealand red meat sector. George says Wilkes was among the first to complete a Doctorate of Business Administration degree from Otago University last year. Wilkes says he also has a Masters of Entrepreneurship from the same university. On the urgent need for a change of direction in the country’s red meat industry, he says everybody involved in the sector would acknowledge it’s pretty intense in general. Wilkes discusses his research, wherein he’s trying to come from the producer’s perspective and find ways to create, develop, and secure more value for red meat. He says the belief that growth is assured by expanding population and that there’s no competitive substitute for the industry’s major products, including too much faith in mass production and the pre-occupation with products are the four pre-conditions in marketing his idea. Wilkes says GMH just provided a very recent example of not being able ‘to see the wood for the tree’ because they are trying to stay with the Commodore programme in Australia. He points out the discipline of marketing has splintered into consumer behaviour.
Rural Today, January 20th 2021 at 05:08