Food 'off table' on trade trips

Katherine Rich says New Zealand food firms would benefit from 'mini trade tours' where they could present directly to buyers. Photo / Brett Phibbs

New Zealand's overseas trade missions should focus more on the food manufacturing sector, says an industry chief.

Katherine Rich, of the Food & Grocery Council, which represents manufacturers, said trade delegations could be "far more targeted" towards processed, edible exports.

New Zealand's ministerial-led trade delegations this year have included visits to China, Russia and the Middle East.

An IT sector mission, led by Communications and Information Technology Minister Steven Joyce, visited Beijing, Shanghai and Shenzhen last month.

"Since I've been involved with the Food & Grocery Council, I can't think of any [trade missions] that have included many of our members," said Rich, a former National Party MP.

Dieter Adam, of New Zealand Trade and Enterprise (NZTE), said the perception that the missions were "where it all happens" was erroneous.

Most business deals reached through the help of NZTE occurred off the missions, through "contacts" arranged by the agency, he said.

Adam said: "My experience and impression is that companies actually value the opportunity to go [overseas] on their own and have us help arrange the visit through our staff in-market. Then they get the undivided attention of whoever they're meeting and they don't always want their competitors to know what they're up to either."

Asked what the value of trade missions delegations then was, he said they were particularly useful in countries like China and India, where government played a large role in business.

Adam said several million dollars had been spent over the past three years supporting companies through trade shows in North America and Asia, which resulted in deals for the participating businesses worth around $42 million.

"A lot of those [companies taking part] were food manufacturers.

"Overall we feel we are doing a good job with food and beverage manufacturers," he said.

Rich said food-focused "mini trade tours" could be helpful for local manufacturers.

"Not the fancy [delegations] full of cocktails and hand-shaking - but targeted trade tours where New Zealand firms can present to buyers and deals can be done."