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Big, beautiful tomorrow but can NZ capture it? I Ian Proudfoot, KPMG Agribusiness Agenda 2021

In a world of disruption and uncertainty from COVID, NZ has emerged with an unexpectedly strong GDP result but the sector this country are relying on is fatigued and people are operating very short term focused, living day to day from farm to executive level.


The disruption and uncertainty though has seen a $65 billion global food renaissance emerge so can New Zealand must up the energy and courage needed to take bold steps to keep its seat at the table?

KPMG's Head of Global Agribusiness, Ian Proudfoot
Government can't keep giving farmers zero runway to change but we also can’t risk still talking about the same issues in another ten years - we need to invest in people at every level to take bold leadership,” explains Ian Proudfoot.

In the 12 years the KPMG Agribusiness Agenda has been published, Head of Global Agribusiness Ian Proudfoot said this was the most difficult to write due to the combination of immense regulatory pressure, the volume of change coming at the sector as well as trade negotiations and supply issues as well as mounting labour shortage.


Ian discusses the report with Sarah at the 2021 Fieldays after the launch of the report as our Change Maker and highlights:

  • We must invest and change the leadership mix with talent that is new, young and diverse and we need directors to govern for the future and growth, rather than for risk and what’s happened in the past.

  • The only way we can have a seat at the global food table is based on our reputation for being innovative and being a good international citizen but the seat won’t be there forever unless we take action now.

  • We need the government to rethink the timing of their regulation and in a coordinated approach with time for the industry to implement the policy and also encourage farmers to get engaged in what is coming to make sure it works for them.

  • He is worried about non-tariff barriers to our product from taking a different approach to managing our agricultural emissions so we need as much market access as we can get from a variety of markets.

  • Food is an incredibly personal product as it is what we put inside us, so farmers need to understand who they are producing for and the reason they are consuming for health to capture the opportunities ahead.

Read the 2021 KPMG Agribusiness Agenda


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