As an individual, not being able to see where you are going is dangerous. As an organisation, not being able to see is also dangerous, so much so, that such an affliction has its own name. It is called marketing myopia. The concept, originally proposed by Theodore Levitt in the early 1960s demonstrates the connectionRead more
We continue our interview with James Wilkes, Doctorate of Business Administration graduate, Otago University, about the red meat sector. Wilkes acknowledges that everyone in the sector is trying to do better, but he thinks the marketing system itself is a little outdated. He discusses his project and notes he realised it’s not about trying toRead more
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.Read more
Don’t just follow the sheep, follow the market. There is a lot going on in the world right now. Uncertainty seems to be everywhere. Many industries and sectors are reeling from the dramatic impact of Covid 19. In response, strategists are out in force helping entrepreneurs, business owners, and management executives work out where toRead more
Triple Nine Farms says NO to Commodity Trading and YES to Craft Beef When I set out on my Doctoral journey at the University of Otago, I was motivated to bite down on the red meat industry to learn why farmers were getting paid so little and why customers were paying so much. I thoughtRead more
Fresh Grass or Fresh Ideas…Which One Will Secure New Zealand’s Future? New Zealand’s lush green countryside and its free-range farming system has generated and created the nation’s wealth and whilst that system is now stretched to capacity, it has positioned the farming sector well for the disruptive rigors of the 21st Century…and it’s mostly aRead more
Thinking Differently: The Real Power Behind Earning More If you’re in the traditional farming game you will understand what being held hostage to commodity cycles is all about. Living life as a price taker isn’t much fun. It can be stressful at times too, particularly when you’re having a tough year and it’s time toRead more
Premium and Luxury: Who’s buying and why? As a baby boomer, I sometimes forget about the buying power of Millennial consumers. That’s a big mistake because this cohort is gliding into their peak earning years, and like many cashed up baby boomers, they’re demanding higher quality, premium products. Millennials are the fastest growing segment inRead more
Positioning for Premium in Export Markets: PRICE FIRST…then back it up with QUALITY Australia and New Zealand produce some of the best food and beverages in the world. There is little argument from anyone, anywhere about that. Equally, there are plenty who argue our producers are not getting paid enough for their effort. I’m oneRead more
An Awesome Story is the Road to Earning More If you are in the traditional farming game right now you will understand what being held hostage to commodity cycles is all about. It’s up, it’s down, and it’s up again. What’s coming up next? Will it be it good news or bad news? The answerRead more