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New Zealand a world apart 9 th longest coastline Population 3 4,500,000
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Were you in Thomond Park for the classic rugby lark? Did you cheer when Christy Cantillon touched it down? Were you there when Tony Ward Dropped them high and sweet and hard When the Men of Munster donned the world crown? NZ size and key Was the gut within you churning stats When you saw those greats returning To show it themselves before the stand once more? Irish presence Did you go downtown like me And embark upon a spree Unable to believe the final score? 7
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New Zealand’s Aquatic Wealth Exclusive Economic Zone (EEZ) – 4.4m km 2 (4th largest) Coastline – 15,000 km Temperate and sub-tropical waters 16,000 recognised marine species 130 species commercially exploited 400,000 tonnes catch/year Exports of 300,000 tonnes/year = $1.5 billion (US$1.22 bn) = 1% global seafood exports Quota Management System (QMS) Govt set quota limits – transferable
Wild capture Hoki – 120,000 tonnes * Jack mackerel – 40,000 tonnes Southern blue whiting – 38,000 tonnes Squid – 37,000 tonnes Barracouta – 27,000 tonnes Oreo – 14,000 tonnes Snapper – 6,400 tonnes * Blue cod – 2,300 tonnes Orange roughy – 6,500 tonnes Rock lobster – 2,800 tonnes * Paua – 1,000 tonnes Aquaculture Greenshell™ mussels Chinook salmon Pacific oysters
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We must turn to the sea with new understanding and new technology. We need to farm it as we farm the land ...“ - Jacques Cousteau, 1973
NZ produces the worlds best nurtured seafood • Iconic NZ Greenshell ™ mussels • Chinook ‘King’ salmon (“wagyu of salmon”) • Pacific Oysters
Aquaculture In New Zealand • $400 million sector • Growth target of $1billion 2025 (potential to be much higher) SCALE , PRODUCTIVITY and VALUE GROWTH • • Employment, export earnings, GDP, sustainable, nutritious, delicious
“ If you want to lift economic growth, you want to create jobs, you want to make New Zealand wealthier and you want wages to go up, fundamentally how do you do that? And the answer is you pick some industries that you know have got massive upside potential.” Prime Minister John Key – Aquaculture New Zealand Conference November 2010
Gold rush Sustainable growth in aquaculture is good for communities , good for the economy and good for New Zealand 19
Export growth
Key export markets
22 NZ’s UNIQUE PROPOSITION Premium vs. commodity
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Major demand side trends Steady growth in consumer demand combined with limited wild capture supply will drive up prices over the long-term. Demand for aquaculture products will also increase 38% 42% 50% Aquaculture 58% 62% 58% 50% Capture 45% 2005 2010 2015 2020 Global Seafood Production Mix by Aquaculture vs. Capture, 2005-2020
CHINA LEAPING EFFECT GDP growth rate 1985 - 2009 [US$ B] China GDP 5,000 4,500 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 0 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 The average growth rate over the above period is 10.5%; China overtakes Japan as the second largest economy in the world in 2010 Source: World Bank, World Development Indicators
There are 3 key drivers behind a significant expansion in the size & nature of the Health & Wellness market – with significant potential for marine-derived products Beauty Health Longevity
Commitment to sustainable practices Internationally recognised environmental codes of practice that direct best industry practices through growing and harvesting. Marine farmers care about the environment in which they operate - their very livelihood depends on it Pristine environments = Premium products 30
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Case study – New Zealand Greenshell Mussels US$1.50 lb
Competing with ourselves
New markets new thinking - China • Emerging market with massive potential • Growing consumer wealth seeking quality products • Known history for mussel consumption including NZ Greenshell™ • China/NZ Free Trade Agreement • NZTE well established in market with expertise/resource • Positive perception of NZ produce
Case for collaboration • Inherent weakness in traditional approach • Incremental business with substantial growth potential • Coordinated approach (minimise importers playing exporters off against each other) • Shared risk • Scale for marketing and supply • Greater control over positioning • Healthy tension for supply to other markets • Potential collaborative template for other markets/products • Low export base of participant group in China
Progress to date • Improved profile of NZ mussels among chefs and purchase influencers • Good market growth • Stable pricing (rubbing off on other markets) • Other NZ producers also doing well • Interest in collaboration from other NZ sectors • Partners considering leveraging model for additional products and possibly markets
NZ Seafood Collaboration – Dalian (China) November 2012 37
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Social Licence….. not a even playing ground Extremists (anti aquaculture) indulgence NIMBY Recreation conservation & culture preservation healthy community economic environment & infrastructure development employment, access to resources employment safety, food, shelter, warmth
New salmon farms – human waste of 500,000 A load of crap • Comparing the nitrogen output of salmon farms to the human waste is grossly misleading • nitrogen – an element that is naturally produced as part of the normal metabolic processes of all fish. • Approx 80% of the air we breathe is nitrogen • If existing farms plus proposed new farms were all operating at full capacity, the estimated change to the amount of nitrogen entering the water will be minimal. – the equivalent of less than 1 gram of nitrogen per day into an Olympic-sized swimming pool, with the water being changed every 5 weeks. • Independent scientists NIWA, Cawthron, do not expect any shift from currently environmental conditions.
Simple messaging works best …… support with good science 41
Efficient food production Efficient food production One of the most efficient means of food production available Energy is not used to maintain: • body temperature • position against gravity NZ salmon farms produce more fish protein and fish oil than they consume 42
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Food is a trojan horse for engagement 44
Our present focus…….. Ecologically economically sustainable 45
Thank you 46
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