New Zealand is considered one of the most ethical countries in the world, has a strong anti-nuclear stance and holds itself up as "100 per cent pure", but somehow environmental care is not reflected in the types of food most of us choose to eat.
Organic food sales account for just 1.1 per cent of total sales in New Zealand, whereas the average for Europe is 3 per cent according to AUT University's Head of Hospitality, Dr Jill Poulston, which she finds odd.
"Care and respect for the environment would seem to sit well in a country with these characteristics," says Dr Poulston, "yet we are well behind the world leaders in Europe and the USA in organic food production and consumption.
"Targeted government funding may be needed to correct this, and bring us into line with other developed countries."
At this stage organic food in New Zealand is a $330 million market, and growing, and websites about organic food in New Zealand suggest there are only 15 to 20 restaurants and cafes calling themselves organic.
Organic coffee is easy enough to come by, but muffins, breads, snacks, and meals are more difficult.
It is not all bad news however, with Dr Poulston reporting that 36 per cent more New Zealand land (63,883 hectares) has been
certified organic since 2002 and she hopes this number will continue to grow.
Dr Poulston's research of organic food in New Zealand titled Profit or principles: Why do restaurants serve organic food? with Masters student Albert Yau Kwong Yiu discovered restaurant owners believed the industry needs stimulation to continue to evolve, and hopefully, bring New Zealand into line with other developed countries.
"The main issue picked up in our research was the inconsistency and expense of supply. More organic food needs to be available to drive down the price and this will only happen if farmers are encouraged to enter the organic market with the help of some government funding."
The restaurateurs they interviewed got into organics because they were passionate about their environmental beliefs. They talked about a better world for their children, and looking after the environment.
"They [businesses] see organics as helping the environment."
Profit generation was a necessity in order to survive, says Dr Poulston, but restaurants seemed positive the organic dining trend would continue to become more popular, and eventually they would be leading a new market rather than just carving out a small niche.
"It is very trendy, but it is not mainstream yet. Perhaps in another 10 or 15 years it will be much more mainstream. Hopefully sooner.
"Like recycled paper organic food may eventually become mainstream, not just because it is environmentally sustainable but because it is a quality product."
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NZ organics lags behind rest of world
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