Foodstuffs puts focus on 'ethno-burbs'

Baden Ngan Kee says Foodstuffs is paying attention to Asian shoppers' preferences, such as seeing fish before it is filleted. Photo / Dean Purcell

Companies need to target NZ’s growing diversity: retail boss.

As New Zealand's ethnic make-up changes businesses need to look in more detail at the different cultural perspectives that drive consumer behaviour, says Baden Ngan Kee, general manager merchandise of Foodstuffs North Island.

Speaking at the New Zealand Asian Leaders forum last night, Ngan Kee said that although the Asian population was rising across Auckland, there were particular "ethno-burbs" where Foodstuffs was making targeted changes.

"We're always trying to meet the needs of our customers better, we're aware of the rising Asian population - particularly in Auckland, but also we're starting to get insights into understanding that there is no one Asian customer," he said. "But when we look at the research, even though those ethnic groups are different in nature, there are many common values.

"Across many Asian communities family, education and those sorts of things are really important, but from a shopping point of view, from our perspective, things like freshness, value and authenticity are really high on their list."

One area of difference was the sale of fresh fish, which was traditionally sold fresh as fillets.

"The Asian community want whole fish and ... then they want you to scale it and gut it so they can take it home and steam it whole. If you go to Pak 'n Save Royal Oak or Pak 'n Save Albany you'll see whole fish on ice and they offer that service."

Ngan Kee said that although Foodstuffs didn't have any designated Asian stores that hasn't been ruled out.

The forum has launched a partnership with NZME as it expands its exposure to the country's fastest growing ethnic group.

The forum met at Sky City last night under the theme of 'How best to communicate with Asian New Zealanders as customers and citizens' where the sponsorship agreement with NZME, publisher of the Herald, was also celebrated.

NZAL founder and Herald contributor Mai Chen said the sponsorship was significant given the changing face of New Zealand.

"In Auckland, in particular, where one in four people are Asian, but also throughout the country, mainstream media need to have this type of expertise embedded into their operation," Chen said. "The makeup of customers is changing which means the way in which media communicates needs to reflect our changing demographic."

NZME commercial group director Sandra King said the partnership would see NZME ramping up its content offering in key areas of interest and relevance to the Asian community. Speakers last night included Ngan Kee and NZME chief executive Jane Hastings.